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In the three depression years since 1929, total dollar sales volume for Cutex manicure products has been 28% greater than in the three preceding years — following a steady sales growth since 1915. As a salesman, Revson’s main problem was how to outdo the competition.

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In 1930, he ran away to Chicago with Ida Thompson to get married but soon returned to New York, got divorced and moved back in with his parents. In 1930 or 1931, he started selling nail polish for the Elka company founded in 1928. However, after working there for a short time, he resigned and established what would become Revlon with his older brother, Joseph Revson, and a business acquaintance, Charles Lachman. The new company to be named Revlac – an amalgamation of Revson and Lachman – but it did cheap levitra professional not sound right (Tobias, 1976, p. 30) so an ‘L’ replaced the ‘S’ in Revson and Revlon started up at 38 West 21st Street, New York in March, 1932.

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The company incorporated the following year as the Revlon Nail Enamel Corporation with Charles Revson as president, Joseph Revson its treasurer and general manager, and Charles Lachman its vice-president and technical adviser. The youngest Revson brother, Martin Revson, would join the firm in 1935 and become its marketing manager. It is sometimes said that Charles Revson took a big risk leaving a paid job at Elka to start out on his own in the middle of the Great Depression but the risk may not have been as large as it first appears. From all reports Elka was a very small firm and Revson was probably getting most of his income from commissions, so going out on his own and selling for himself was potentially a move up. The biggest risk Revson faced in his new venture was a guaranteed supply of nail polish. The largest nail polish company of the time was Northam Warren, who held the Cutex, Glazo and Peggy Sage brands, but there was also Blue Bird, La Cross, and later Chen Yu, and Dura Gloss, amongst others. In its first ten months of business it only did US$4,055.09 in sales but this jumped to US$11,246.98 in 1933 reaching US$1.2 million by 1940 (Tedlow, 2003). This is not to say that the early years were easy and Joseph Revson can take much of the credit for guiding the early company financially through this time. As its name suggest Revlon started with a single product, an opaque/cream nail polish. The initial colours in Revlon‘s 1932 range are unknown to me but shades introduced up to America’s entry into the Second World War included: Sun Rose, Chestnut, Cubana, and Riviera (1935); Ascot, Savoy, and Windsor (1936); Newport, Nassau, Suez, and Sierra (1937); Cricket, Aurora, Lancer, Tartar, and Juelton 1, 2 & 3 (1938); Bravo, Chilibean, Shy, Red Dice, Tringar 1, 2 & 3, Pink Cloud, and Amoa Red (1939); Pink Garter, Scarlet Slipper, Pearl Glo, Pink Lemonade, Black Mask, Raven Red, Demitone, and Red Punch (1940); and Cherry Coke, Hot Dog, Rosy Future, Hothouse Rose, 1942, 1943, and 1952 (1941).

1941 also saw the introduction of Pearl Glow, a luminous nail enamel in Red Punch, Scarlet Slipper, Tringar 3, and Windsor shades, with Pink Lemonade, Suez, and Pink Garter shades of Pearl Glow added later in the year. One reason often given for Revlon’s success is that its nail polish was superior to other brands.

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Charles saw the potential in this difference. The others were made with dyes and were limited to three shades of red—light, medium, and dark. Revson felt that polish—“cream enamel,” as it came to be called—made with pigment so that it would really cover the nails, and made in a wide variety of shades, could capture the market. Although overstated there is some truth to this story. Most nail polishes at that time in the United States were formulated to be transparent and used dyes rather than pigments as colourants.

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In the early 1930s the fashion trend was to only colour the nail across the centre of the nail plate, leaving the moon and the free edge clear.

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This explains why Charles Lachman was so important to the business and why was he given a half-share in the company: the family of Lachman’s wife, Ruth Young [1892-1949], owned the Dresden Chemical Company. They made nail polish – possibly even for Elka – and Lachman’s involvement was on the condition that Dresden would supply Revlon with nail polish on credit. Also, nail polishes do not appear to have suffered the slump in sales experienced by other cosmetics during the 1930s. In a piece of self-promotion, the J. Walter Thompson Company – the advertising agent for Cutex – noted that manicure sales had actually risen between 1929 and 1932. Cutex was still promoting this nail fashion as late as 1938, even though it had introduced a cream polish in 1934. By contrast, opaque or cream nail polishes – containing pigments including titanium dioxide – were usually painted over most or the whole fingernail.

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I am 72 and going 2-4 times a week." Starting in 1932, as a small nail polish business, Revlon would go on to become one of the largest cosmetics companies in the United States with a complete skin-care, hair-care and make-up range. Much of online levitra store the credit for its success has been attributed to one of the company’s founders, Charles Revson. A lot has been written about Charles Revson, much of it very uncomplimentary. Whatever else he was—nasty, crude, lonely, virile, brilliant, inarticulate, insecure, generous, honest, ruthless, complicated—Charles Revson was a man of single-minded persistence and drive, entirely dedicated to his business. One could go on and on with adjectives describing Revson.

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All would fit at one time or another. He was such a strange mix of persons and personalities that no generalization would have properly profiled. Tobias and others give a potted history of Revson’s early life. They note that he was born in Somerville, Massachusetts in 1906, the son of Jeanette Weiss and Samuel Morris Revson, but grew up in Manchester, New Hampshire as the middle child between two brothers, the older Joseph and the younger Martin. After graduating from Manchester Central High School in 1923 he went to work in the garment district of New York as a salesman for the Pickwick Dress Company where he worked his way up to becoming a piece-goods buyer. They hid flaws in levitra 20 brand the nail and were easier to apply. What is not true is that transparent polish only came in a limited range of colours – Peggy Sage, for example, had a dozen or so different shades of nail polish in 1930 that could be harmonised with jewellery.

It is also not correct to say that Elka was the only company making cream polishes. Again, Peggy Sage, for example had some in her range. However, the number of shades was not as important as the colours in the range. The exuberant 1920s had ended with nail polish being produced in a wide variety of colours – including blues and greens as well as metallic colours like gold, silver, and bronze – but the depression years of the 1930s would see nail fashions move to more subdued reds and smokey-reds and this was the colour range Revlon was promoting. Back in 1933, cream nail enamel was received by beauty salon and consumer alike with great enthusiasm, for it gave the nails a covering that hid flaws as no product had ever done before. And it gave Revlon the “hook” by which they could enter the style business with a commodity.

This was not the only reason why reds came to dominate nail polish colours in the 1930s. The growing trend to match nail polish with lipsticks also saw a turn to reds. The colours selected for Revlon Nail Enamels were mostly the work of Charles Revson. Whatever else that might be said of him, he did have a good eye for colour, at least as it applied to make-up and clothing; furnishings and fixtures were another matter. More importantly, Revson treated nail enamel colours like fashion items and, from 1937, brought out new shades each spring and autumn. All of Revlon’s marketing efforts would then be put into promoting the new shades while older ones, if still available, were soft-pedalled. Revson’s commitment to this idea was such that, in 1937, he opened a style department at Revlon – run by Miss Cherie Shackleton – specifically to promote style and fashion in manicure items.