Almay

Source: Wikipedia, the free encyclopedia.
Almay Inc.
IndustryCosmetics
Founded1931; 93 years ago (1931)
Headquarters
New York City, New York
,
United States
Key people
  • Vanessa Solomon (Global General Manager)
  • Carrie Underwood (Global Brand Ambassador)
Products
Parent
Revlon (Rev Holdings, LLC.)
Websitewww.almay.com Edit this at Wikidata

Almay is an American cosmetics brand owned by Revlon which markets products toward people with sensitive skin.[1][2]

History

The Almay Brand was originally established in 1931 and was named after the founders, Alfred and Fanny May Woititz. The creation of this cosmetic brand began when Fanny May Woititz was in need of cosmetic products that did not irritate her sensitive skin. Her husband Alfred, who was a professional chemist, started experimenting with makeup to find ingredients that were purer and gentler. With the help of dermatologist Marion Sulzberger, they developed the first cosmetic brand that used hypoallergenic ingredients.[3]

Almay was the first brand to introduce

contact lenses.[citation needed
] In 1987, Almay was acquired by Revlon and today it has expanded to a full line of skincare and makeup products.

Almay has products for skin, face, lips and eyes. The natural ingredients used include meadowsweet (

Glycine max), and rosehips (Rosa canina
).

Elaine Irwin Mellencamp became the spokesperson for Almay in 2004.[4] In 2010, Kate Hudson became a spokesmodel after, and most recently Carrie Underwood
.

On June 16, 2022, its parent, Revlon, filed for Chapter 11 bankruptcy.[5]

Cruelty-free cosmetic

Almay has not conducted animal testing for over 20 years. The company has eliminated testing in all phases of research, development and manufacturing of all their products. They do not support, nor request that suppliers do animal testing. However, they do obey "local laws" in which countries may require animal testing in order to sell products to customers.

Controversy

In May 2015, the nonprofit organization,

New York Attorney General
alleging that Almay’s “Simply American” marketing campaign was misleading to consumers. The FTC and New York Attorney General claimed that the TV and Internet adverts, which depict the former “American Idol” star Carrie Underwood decked out in red, white and blue along with other patriotic imagery, implied that Almay products were made in the United States, when they contain “non-US components”, misleading consumers.

It was revealed that three of the seven makeup products in the Almay’s “Simply American” commercials were made entirely overseas, in China, Germany and the

L’Oréal depicts the “French look.” Perelman also highlighted that the company employs 1,900 workers at its North Carolina manufacturing plant as evidence of its commitment to American jobs.[6][7]

In 2017, Almay hired a new spokesperson, the half-Black/half-Jewish comedienne and producer Rashida Jones.[8] The brand's Marketing Director Antoanette Bivona has admitted that "somewhere along the way, Almay lost its way, targeting a small range of skin tones. We need to reach a more diverse audience."[9]

Spokesmodels

Some of the actresses and models that have appeared in Almay advertising include:

References

  1. ^ "Company Overview of Almay, Inc". Bloomberg. Retrieved 2016-05-14.
  2. ^ "REVLON FACT SHEET". Revlon. Archived from the original on 2016-05-07. Retrieved 2016-05-14.
  3. ^ "Almay's History". Almay NZ. Archived from the original on 2016-01-21. Retrieved 2016-05-14.
  4. ^ Almay Signs Elaine Irwin-Mellencamp as Spokesperson, Business Wire, February 25, 2004
  5. ^ "Cosmetics maker Revlon files for bankruptcy in US". BBC News. 2022-06-17. Retrieved 2022-06-18.
  6. ^ "Almay's 'Simply American' campaign not so American". New York Post. 2015-05-22. Retrieved 2016-05-14.
  7. ^ "'ALMAY SIMPLY AMERICAN' SIMPLY NOT TRUE". Truthinadvertising.org. 2015-05-19. Retrieved 2016-05-14.
  8. ^ Brookman, Faye (2017-09-07). "Rashida Jones Named Almay Insider". WWD. Retrieved 2019-10-16.
  9. ^ Jobson, C. Shardae (2018-04-05). "Almay Is Trying to Undo Years of White-Washing Its Beauty Campaigns". Fashionista. Retrieved 2019-10-16.

External links

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