The Disappearance Of Ultima Ii Colognes: Where Did They Go?

The Ultima II cologne was a fragrance for women, launched in 1967, with top notes of mandarin, bergamot, clary sage, and violet leaves. It was discontinued in North America in 2001 and in Europe in 2008. The brand was owned by Revlon, which filed for Chapter 11 bankruptcy in 2022.

The brand's parent company, Revlon, filed for bankruptcy in 2022

The Ultima II brand was dealt a blow when its parent company, Revlon, filed for Chapter 11 bankruptcy in June 2022. This event marked a significant turning point in the history of the brand, which had a long and illustrious past in the cosmetics and skincare industry.

Ultima II was launched in 1962 by Revlon founder Charles Revson as an upmarket cosmetic line, targeting upper-class women with its marketing and advertising campaigns. The brand was personal to Revson, bearing his name and even the name of his yacht, "Ultima II". Over the years, Ultima II made a name for itself with several notable achievements, including signing the first exclusive contract with a model, Lauren Hutton, in 1971, and launching the first cosmetics line with shades suitable for all races of women in collaboration with Kevyn Aucoin in 1983.

Despite its success, Ultima II began to face challenges when Revlon decided to expand the distribution of the brand from prestige department stores to more moderate and mass-market retailers in 1989. This shift in strategy may have contributed to the brand's decline, as it was eventually discontinued in North America in 2001 and later withdrawn from sale in Europe in 2008. However, the brand continued to have a moderate presence in Asia, particularly in China, Hong Kong, and Indonesia, with its Clear White and Extraordinaire ranges.

The bankruptcy filing of Revlon in 2022 raises questions about the future of the Ultima II brand and its legacy. While it is currently available in select markets in Asia, the financial troubles of its parent company may cast uncertainty on its long-term prospects. Despite this, Ultima II has left an indelible mark on the cosmetics industry, with its innovative marketing strategies, diverse product offerings, and groundbreaking collaborations.

The brand's history serves as a reminder of the evolving nature of the cosmetics industry and the challenges faced by even well-established brands in adapting to changing market dynamics. As Ultima II navigated shifts in consumer preferences, distribution strategies, and competition, its story offers valuable insights for both established and emerging brands in the highly competitive beauty landscape.

Ultima II was an upmarket cosmetic line, marketed to upper-class women

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 the success of the moisturiser, Revson created the Charles Revson Inc. company in 1962 as the vehicle for his new Ultima II line.

The advertising for Ultima II targeted upper-class women and featured models wearing haute couture gowns. For a decade, the brand's slogan was: "Dedicated to the woman who spends a lifetime living up to her potential."

In 1967, Ultima II launched a perfume, a floral green fragrance for women with top notes of clary sage, violet leaf, mandarin orange, and bergamot; middle notes of jasmine and laurel; and base notes of woody notes and patchouli.

In 1971, Ultima II became the first cosmetics company to sign a model, Lauren Hutton, to an exclusive contract. This move gained enough attention for Hutton to become the first fashion model to appear on the cover of Newsweek magazine.

In 1989, Revlon expanded the distribution of Ultima II from prestige department stores to more moderate stores and drugstores, taking on a more mass-market approach. However, when Revlon decided to withdraw all of its department store counters, the brand's success began to decline. It was discontinued in North America in 2001 and in Europe in 2008. Today, Ultima II is available in Asia, with moderate success in China, Hong Kong, and Indonesia.

The brand's success began to decline when Revlon withdrew all department store counters

The Ultima II brand was always intended to be an upmarket cosmetic line, with advertising targeted at upper-class women. The brand was successful, with Revlon founder Charles Revson claiming it was his favourite and most personal line.

However, in 1989, Revlon decided to expand the distribution of Ultima II from prestige department stores to more moderate ones, such as JC Penney, and drugstores like CVS, adopting a mass-market approach.

Despite this, Ultima II is still available in Asia, specifically in China/Hong Kong and Indonesia, where it has found moderate success with its Clear White and Extraordinaire ranges. The current range includes Extraordinaire Supreme, CHR (Charles Haskel Revson's initials), Vital Radiance, and Colour Cosmetics, including lipsticks, glosses, mascaras, foundations, powders, eye shadows, liners, and cheek blushers.

The perfume was discontinued in North America in 2001 and in Europe in 2008

The Ultima II perfume was discontinued in North America in 2001 and in Europe in 2008. This was due to Revlon's decision to withdraw all of its department store counters, which caused a decline in the brand's success.

Ultima II was a perfume by Revlon's cosmetics and skincare brand, Ultima II. It was a women's fragrance, first launched in 1961 or 1967, with top notes of mandarin, bergamot, clary sage, and violet leaves. The heart notes were jasmine and bay leaf, and the base notes were patchouli and woody notes.

The perfume was part of Revlon founder Charles Revson's personal and upscale line, Ultima II. The name "Ultima" was coined by Bea Castle, the highest-ranking female executive at Revlon at the time, for a new moisturising cream. Following the success of the moisturiser, Revson created the Charles Revson Inc. company in 1962 to launch the Ultima II line.

The brand was always intended to be upmarket, targeting upper-class women with advertising featuring models in haute couture gowns. Ultima II was also known for its innovative marketing strategies, such as signing the first exclusive contract with a model, Lauren Hutton, in 1971, and partnering with renowned photographer Richard Avedon.

Despite its initial success and innovative strategies, the decision to withdraw from department stores and shift to a more mass-market approach in 1989 led to a decline in the brand's performance, ultimately leading to its discontinuation in North America and Europe.

The scent is described as crisp, woodsy, and a little mysterious

The Ultima II fragrance, launched in 1967, was described as having a crisp, woodsy, and mysterious scent. The cologne was marketed towards upper-class women and was designed to be an upmarket cosmetic line.

The scent was a light floral-green fragrance with top notes of mandarin, bergamot, clary sage, and violet leaves. The heart notes were jasmine and bay leaf, and the base notes were woody and patchouli. The fragrance was designed by Charles Revson, who named it after his yacht, Ultima II.

The perfume was highly regarded by its wearers, with one reviewer describing it as "the best fragrance out there". Another wearer said they "loved" the scent and that it was "perfect" for them. The fragrance was also described as "smooth, clean and woodsy, with hints of freshness and little if any florals in the body".

The Ultima II fragrance was part of the Ultima II cosmetics line, which was owned by Revlon. The cosmetics line was first launched in 1962 and was intended to be an upmarket range of cosmetics and skincare products. The line was successful and was known for its innovative marketing strategies, such as signing the first exclusive contract with a model, Lauren Hutton, in 1971. However, the brand's success began to decline when Revlon decided to withdraw all of its department store counters, and it was eventually discontinued in North America in 2001 and in Europe in 2008.

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