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Kissing Off The Competition

Don’t expect Procter & Gamble and Revlon to kiss and make up.

The two makers of competing cosmetic lines are in each other’s face over Revlon’s claims that its new ColorStay Lipcolor “won’t kiss off on your teeth, your glass … or on him.”

Not so, asserted Procter & Gamble Co. in a letter last month to Revlon Group Inc.’s general counsel. Procter & Gamble, the manufacturer of Max Factor and Cover Girl cosmetics, asked Revlon to provide support for its claims within a week.

A court may decide whether Procter & Gamble’s assertion that the lipstick will rub off is a smear or not. Revlon reacted to Procter & Gamble’s challenge by filing a suit asking for a declaratory judgment supporting its advertising claims for the staying power of such lipstick shades as Raisin Rage, Vixen and Wine With Everything.

Since ColorStay lipstick hit the market in June 1994, Revlon’s share of the mass market cosmetics dollar has increased from 15.6 percent to 22 percent.

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