Ultima II

Ultima II is a cosmetics and skin-care line associated with Revlon and positioned historically above Revlon's core mass-market cosmetics business. The name originated with Bea Castle, described in the brand's history as the highest-ranking woman executive at Revlon at the time, who coined it for a moisturizing cream called ULTIMA, The Precious Cream. Following the cream's success, Revlon founder Charles Revson established Charles Revson Inc. in 1962 as the corporate vehicle for a new, top-tier cosmetics line called Ultima II. Revson treated Ultima II as a particularly personal project. It was the only cosmetics line to which he directly attached his name before Revlon's later launch of the Charlie fragrance. The brand was designed as the premium rung in a portfolio-laddering strategy: Revlon served the broad core market, Natural Wonder targeted younger consumers, and Ultima II addressed affluent customers seeking prestige cosmetics, skin care, and fragrance-related products. Its advertising used fashion imagery, haute couture styling, and messaging aimed at women presented as accomplished and aspirational. For roughly a decade, the line used the slogan "Dedicated to the woman who spends a lifetime living up to her potential." Ultima II became especially notable for its use of high-profile creative and fashion talent. In 1971, it signed Lauren Hutton to an exclusive modeling contract, an arrangement that attracted substantial attention and helped establish the cosmetics-model endorsement as a major element of beauty marketing. Photographer Richard Avedon was also retained exclusively for Hutton's Ultima II work. Other models associated with the brand included Cybill Shepherd, Aurélie Claudel, Kim Alexis, Monique Chevalier, and Jenny Brunt. The line also pursued distinctive collaborations and product development. In 1975, Ultima II worked with jewelry designer Aldo Cipullo on an authorized reproduction of the Love bracelet design associated with Cartier. In 1983, it appointed the then 21-year-old makeup artist Kevyn Aucoin to create The New Nakeds, making him one of the youngest creative directors appointed by a major cosmetics company. The collection was noted for offering foundation and makeup shades intended to suit women across racial backgrounds, an approach that helped make it commercially and culturally prominent within the beauty industry of the period. In 1989, Revlon broadened Ultima II's distribution beyond prestige department-store counters into moderate department stores, including J. C. Penney, and drugstore channels such as CVS. The move represented a shift toward broader, more accessible distribution, but it also weakened the separation between Ultima II and Revlon's lower-priced lines. After Revlon withdrew its department-store counters, Ultima II's performance declined. The brand was discontinued in North America in 2001 and withdrawn from European sale in 2008 after a regionally produced range made by Revlon's French subsidiary EPB, L'Europeenne des Produits de Beaute. Ultima II subsequently remained available in parts of Asia, particularly China, Hong Kong, and Indonesia. Reported Asian ranges have included Clear White and Extraordinaire products, alongside skin-care, color cosmetics, and beauty-treatment services. A ULTIMA II Beauty Institute operated at the SOGO department store in Hong Kong. Reported product families have included Hydra Botanic, Extraordinaire, Procollagen Extrema, Clear White Supreme, Supreme Caviar DNA, Extraordinaire Supreme, CHR, Vital Radiance, Full Moisture, and Under-it-all, together with lip products, mascara, foundation, powder, eye makeup, and blush. The brand's current corporate and geographic status should be verified because its historic North American and European distribution ended while limited Asian availability has been reported. Revlon, its parent company, filed for Chapter 11 bankruptcy protection in June 2022.

The Ultima name was coined by Bea Castle for a premium moisturizing cream, ULTIMA, The Precious Cream. After the cream gained recognition, Charles Revson created Charles Revson Inc. in 1962 to develop and market a new luxury cosmetics line under the Ultima II name. Revson regarded the line as his favorite and most personal brand project, and Ultima II occupied a deliberately elevated position within Revlon's portfolio. Its market role reflected a laddering strategy modeled on the idea of serving different consumer segments at distinct price and prestige levels. Revlon represented the broad core business, Natural Wonder addressed younger shoppers, and Ultima II targeted affluent women through upscale cosmetics, skin care, and related beauty products. The brand's communications used formal fashion imagery and models in couture clothing, presenting beauty as part of achievement, refinement, and personal potential. Its long-running advertising line described the intended customer as a woman spending a lifetime living up to her potential. The brand's promotional history included several influential appointments. In 1971, Ultima II signed Lauren Hutton to an exclusive contract, reportedly making her the first cosmetics model to receive such an arrangement. The campaign generated enough attention for Hutton to appear on the cover of Newsweek, while Richard Avedon served as her exclusive photographer for the brand. Ultima II later worked with designer Aldo Cipullo in 1975 on an authorized reproduction of the Love bracelet design associated with Cartier. In 1983, the company recruited 21-year-old Kevyn Aucoin to develop The New Nakeds makeup collection. His appointment made him one of the youngest creative directors at a major cosmetics company. The collection was remembered for its unusually broad shade approach, with colors intended to accommodate women of different racial backgrounds. This emphasis helped reinforce Ultima II's image as an innovative prestige makeup brand. Revlon expanded the line's retail reach in 1989, moving beyond traditional prestige department-store counters into moderate department stores such as J. C. Penney and drugstores including CVS. The broader channel strategy made the products more accessible but reduced the exclusivity that had supported the brand's original positioning. After Revlon later withdrew its department-store counters, Ultima II declined and was discontinued in North America in 2001. A European range was produced by EPB, Revlon's French subsidiary, but European sales ended in 2008. The brand continued to be reported in selected Asian markets, especially China, Hong Kong, and Indonesia. Product families in those markets included skin-care lines such as Clear White and Extraordinaire, while the wider reported assortment included hydration, collagen, brightening, and color-cosmetic products. A ULTIMA II Beauty Institute was also reported at SOGO in Hong Kong. The extent of current operations is uncertain and requires verification. In 2022, Revlon filed for Chapter 11 bankruptcy protection, creating a significant parent-company event for the brand even though no separate Ultima II bankruptcy filing was reported.

1. 2022Revlon enters Chapter 11

   Revlon filed for Chapter 11 bankruptcy protection, affecting the corporate owner of Ultima II.

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2. 2008European sales end

   A Europe-specific range made by Revlon's French subsidiary EPB was withdrawn from sale in Europe.

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3. 2001North American discontinuation

   Ultima II was discontinued in North America after Revlon's withdrawal of its department-store counters and a subsequent decline in the line's performance.

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4. 1989Distribution expands beyond prestige stores

   Revlon expanded Ultima II into moderate department stores and drugstores, including J. C. Penney and CVS, moving the brand toward a broader retail strategy.

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5. 1983The New Nakeds launches

   Kevyn Aucoin developed The New Nakeds collection after joining Ultima II at age 21. The collection was recognized for a broad range of shades intended for women of varied racial backgrounds.

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6. 1975Aldo Cipullo jewelry collaboration

   The brand partnered with designer Aldo Cipullo on an authorized reproduction of the Love bracelet design associated with Cartier.

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7. 1971Lauren Hutton receives an exclusive contract

   Ultima II signed Lauren Hutton to an exclusive modeling contract and used Richard Avedon as her exclusive photographer for the brand.

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8. 1962Charles Revson establishes the Ultima II line

   Following the earlier moisturizing cream associated with the Ultima name, Revlon founder Charles Revson created Charles Revson Inc. as the vehicle for a new premium cosmetics line.

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Historically a high-end, aspirational cosmetics and skin-care line within Revlon's portfolio, using fashion, celebrity modeling, premium presentation, and specialist beauty expertise to differentiate itself from mainstream Revlon products. Later distribution expansion moved the brand toward a more accessible, moderate-price retail presence.

• ULTIMA, The Precious CreamMoisturizer

  The moisturizing cream associated with the origin of the Ultima name. Its reported success preceded the creation of the Ultima II cosmetics line and established the brand's early premium skin-care identity.

• The New NakedsColor cosmetics1983

  A makeup collection developed by Kevyn Aucoin in 1983. It was noted for offering shades intended to serve women across racial backgrounds, an approach that distinguished it within major cosmetics launches of its period.

• Hydra BotanicSkin care

  A reported Ultima II skin-care family centered on hydration and botanical positioning. Detailed formulations and current availability are not established in the supplied sources.

• ExtraordinaireSkin care

  A reported Ultima II product family available in selected Asian markets and associated with the brand's later regional assortment.

• Procollagen ExtremaAnti-aging skin care

  A reported skin-care range emphasizing collagen-related anti-aging positioning. Product details and current distribution require verification.

• Clear White SupremeBrightening skin care

  A reported brightening-oriented Ultima II range associated with the brand's Asian-market assortment.

• Supreme Caviar DNAPremium skin care

  A reported premium skin-care family in the Ultima II range. The supplied sources do not establish its formulation, launch date, or current retail status.

• Extraordinaire SupremePremium skin care

  A reported higher-tier skin-care range connected with Ultima II's later product portfolio.

• CHRSkin care

  A reported Ultima II product family identified by the initials CHR. The supplied material does not confirm the product scope or current availability.

• Vital RadianceBeauty and skin care

  A line once launched as a standalone brand in the United States and later listed among Ultima II's reported product families.

• Full MoistureMoisturizer

  A reported moisturizing product family within the Ultima II assortment. Specific products, launch timing, and current market availability are not documented in the supplied material.

• Under-it-allSkin care

  A reported Ultima II range whose product category and current status are not fully described in the available reference material.

• 1971Lauren Hutton exclusive model campaign

  United States

  Ultima II used an exclusive contract with Lauren Hutton and paired her work with photographer Richard Avedon, making the arrangement a prominent example of prestige beauty and fashion marketing.

  Outcome. The campaign attracted broad media attention and contributed to Hutton's visibility as a cosmetics model.

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• Dedicated to the woman who spends a lifetime living up to her potential

  United States

  A long-running brand slogan framed Ultima II as a premium line for ambitious, accomplished, and aspirational women.

  Outcome. The slogan reinforced the line's upscale and achievement-oriented positioning.

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• 2001Discontinue North American operationsStrategy

  Ultima II's performance declined after Revlon withdrew its department-store counters.

  What changed. Revlon discontinued the line in North America.

  Aftermath. The brand continued to be reported in selected Asian markets while European sales ended later.

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• 1989Expand into moderate and drugstore distributionStrategy

  Revlon sought broader access for Ultima II beyond prestige department-store counters.

  What changed. The line was distributed through moderate department stores such as J. C. Penney and drugstores such as CVS.

  Aftermath. The move reduced the brand's retail exclusivity. After Revlon later withdrew its department-store counters, Ultima II declined and was eventually discontinued in North America.

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• 2022Revlon files for Chapter 11 bankruptcy protection

  Revlon, the parent company of Ultima II, filed for protection under Chapter 11 of the United States Bankruptcy Code on June 16, 2022. The filing concerned the parent company rather than a separately reported Ultima II insolvency proceeding.

  Bankruptcy
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1. Ultima II (cosmetics line)