Almay

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

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

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, Truth in Advertising, filed complaints with the Federal Trade Commission and the 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 Czech Republic. Revlon chairman, Ron Perelman, responded that the adverts neither claimed nor implied that Almay cosmetics are made in America. Perelman said their products celebrate the “simple, luminous and fresh-faced” look of American beauty, much as rival 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. In 2017, Almay hired a new spokesperson, the half-Black/half-Jewish comedienne and producer Rashida Jones. 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."

Spokesmodels

Some of the actresses and models that have appeared in Almay advertising include: Leslie Bibb Gillian Boudreau Lisa Butler Emily Caillon Karen Duffy Jennifer Finnigan Kathie Lee Gifford Lucy Hale Eva Herzigova Kate Hudson Lauren Hutton Elaine Irwin Rashida Jones Milla Jovovich Vendela Kirsebom Yasmin Le Bon Marie-Eve Nadeau Stephanie Seymour Fabiana Tambosi Courtney Thorne-Smith Carrie Underwood

External links

Text derived from https://en.wikipedia.org/w/index.php?oldid=1368970605 under CC BY-SA 4.0; modifications have been made.