Ultima II (cosmetics line)

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Ultima II
Product type Cosmetics, skin care
Owner Revlon Inc.
Country United States (New York)
Introduced 1962
Related brands Revlon, Natural Wonder, Charlie
Markets World
Website http://ultimaii-indonesia.com

Ultima II (cosmetics line) is a cosmetics and skin care line owned by Revlon, Inc.


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 Revson created the Charles Revson Inc. company in 1962 as the vehicle for his new top of the range line: Ultima II.[1]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 upper-class women 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 1980s, 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 It was withdrawn from sale in Europe in 2008. However Ultima II is available in the Far East (Asia) for example China / Hong Kong and Indonesia, having moderate success with the Clear White and Extraordinaire ranges.

The current range: -Supreme Caviar DNA -Extraordinaire Supreme -Procollagen Extrema -Cellular Re-New -Procollagen -CHR (Charles Haskell Revson's initials) -Hydra Botanic -Clear White -Vital Radiance (once launched as a standalone brand in the U.S.) -Essentials

Stockist which will sell Worldwide: http://uk.strawberrynet.com/country


Lauren Hutton modeled exclusively for Ultima II in the 1960s and 1970s. She was the nation's first cosmetics model to hold an exclusive contract. Models Cybill Shepherd, Aurélie Claudel, Monique Chevalier, and Jenny Brunt also represented the brand. Indonesian actress Titi Kamal is the "current" face of Ultima II