Cosmetics giant Revlon has laid blame for its second quarter losses at the feet of its poorly-performing Vital Radiance brand - a cosmetics line for the over-50s market.

The New York-headquartered company's president/ceo Jack Stahl says $60 million (€47m; £32.6m) of Revlon's $95m Q2 losses can be attributed to Vital Radiance's weak sales in unspecified "large-format" retailers.

However, the brand has not been conspicuously supported since its launch at the beginning of the year. TNS Media Intelligence shows Revlon spent just $700,000 during the first three months of 2006, compared with Procter & Gamble's $9m during the same period for Advanced Radiance.

Advertising for the Revlon brand is handled by the Publicis Groupe's Kaplan Thaler Group.

Analysts believe the company will not increase marketing spend but refocus via instore and print media in drugstores and smaller retailers where the brand is doing better.

Data sourced from; additional content by WARC staff