Ultima II (cosmetics line)
Encyclopedia
Ultima II is
a cosmetics and skin care line owned by Revlon, Inc
.
created the Charles Revson Inc. company in 1962 as the vehicle for his new top of the range line: Ultima II. Revson claimed it was his favorite and most personal line and it was the only line to which he directly attached his name until the launch of Revlon's "Charlie" perfume in 1973. To promote the brand Charles Revson's private yacht was named Ultima II. To keep with tradition, present Revlon owner Ronald Perelman named his yacht Ultima III. Ultima II was always intended to be an upmarket cosmetic line, as opposed to the core range Revlon
and youth range Natural Wonder
, in a marketing strategy called "laddering" inspired by General Motors
. Advertising targeted the upper-class woman and featured models clad in haute couture gowns. For a decade, Ultima II's slogan was "Dedicated to the woman who spends a lifetime living up to her potential." Ultima II's launch and advertising techniques were likely a response to the growing success of competitor Estée Lauder
, who also aimed for an upmarket position in the cosmetic, skin care, and fragrance industry. In the early 1980's, Ultima II hired a young Kevyn Aucoin
to produce a new line of make-up products designed for all skin tones, which was notable because it was suitable for all races of women, and became highly popular. When Revlon made the decision to withdraw all of its department store counters, the brand's success soon began to decline. It was discontinued in North America in 2001. In Europe, a market specific range was produced by EPB (l'Europeenee des Produits de Beaute) a Revlon subsidiary in France. It was discontinued in 2008. Ultima II is still available in China and Hong Kong, having moderate success with the Clear White and Extraordinaire ranges.
modeled exclusively for Ultima II in the 1960's and 1970's. She was the nation's first cosmetics model to hold an exclusive contract. Models Cybill Shepherd
, Aurélie Claudel
, and Monique Chevalier also represented the brand.
a cosmetics and skin care line owned by Revlon, Inc
Revlon
Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932.-History:Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name...
.
History
The "Ultima" name was originally coined by Bea Castle, the highest placed female executive working for Revlon at the time, for a new moisturising cream. Following on from the success of the moisturiser, Revlon founder Charles RevsonCharles Revson
Charles Haskell Revson was a pioneering cosmetics industry executive who created and managed Revlon through five decades.-Early age:...
created the Charles Revson Inc. company in 1962 as the vehicle for his new top of the range line: Ultima II. Revson claimed it was his favorite and most personal line and it was the only line to which he directly attached his name until the launch of Revlon's "Charlie" perfume in 1973. To promote the brand Charles Revson's private yacht was named Ultima II. To keep with tradition, present Revlon owner Ronald Perelman named his yacht Ultima III. Ultima II was always intended to be an upmarket cosmetic line, as opposed to the core range Revlon
Revlon
Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932.-History:Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name...
and youth range Natural Wonder
Natural Wonder (Revlon subsidiary brand)
Natural Wonder Cosmetics the United States cosmetics brand, was operated by Revlon Consumer Products Corporation from 1963 to 2000, when Revlon sold the division to CVC Capital Partners. One of the first products to use the brand was a medicated foundation...
, in a marketing strategy called "laddering" inspired by General Motors
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
. Advertising targeted the upper-class woman and featured models clad in haute couture gowns. For a decade, Ultima II's slogan was "Dedicated to the woman who spends a lifetime living up to her potential." Ultima II's launch and advertising techniques were likely a response to the growing success of competitor Estée Lauder
Estée Lauder Companies
Estée Lauder Companies, Inc. is a manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. The company has its headquarters in Midtown Manhattan, New York City.-History:...
, who also aimed for an upmarket position in the cosmetic, skin care, and fragrance industry. In the early 1980's, Ultima II hired a young Kevyn Aucoin
Kevyn Aucoin
Kevyn Aucoin was an American make-up artist and photographer.-Early life:Aucoin was born in Shreveport, Louisiana and grew up in Lafayette, Louisiana, to parents Isidore Adrian Aucoin and Thelma Suzanne Melancon, who adopted him as an infant through Catholic Charities of Alexandria, Louisiana He...
to produce a new line of make-up products designed for all skin tones, which was notable because it was suitable for all races of women, and became highly popular. When Revlon made the decision to withdraw all of its department store counters, the brand's success soon began to decline. It was discontinued in North America in 2001. In Europe, a market specific range was produced by EPB (l'Europeenee des Produits de Beaute) a Revlon subsidiary in France. It was discontinued in 2008. Ultima II is still available in China and Hong Kong, having moderate success with the Clear White and Extraordinaire ranges.
Spokesmodels
Lauren HuttonLauren Hutton
Lauren Hutton is an American model and actress. She is best-known for her starring roles in the movies American Gigolo and Lassiter, and also for her fashion modeling career.-Personal life:...
modeled exclusively for Ultima II in the 1960's and 1970's. She was the nation's first cosmetics model to hold an exclusive contract. Models Cybill Shepherd
Cybill Shepherd
Cybill Lynne Shepherd is an American actress, singer and former model. Her best known roles include starring as Jacy in The Last Picture Show, as Betsy in Taxi Driver, as Madeleine Spencer in Psych, as Maddie Hayes on Moonlighting, as Cybill Sheridan on Cybill, and as Phyllis Kroll on The L...
, Aurélie Claudel
Aurélie Claudel
Aurélie Claudel is a French model. She is one of three children and has two brothers.She was approached in the Jardin des Plantes in Paris by Dawn Wolfe at the age of 13. Her father thoroughly disapproved of her quitting school and pursuing a career in modeling but she did it nonetheless...
, and Monique Chevalier also represented the brand.