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 1989, Revlon decided to expand the distribution of Ultima II from prestige department stores into moderate ones like JC Penney and drugstores like CVS, taking on a more mass-market approach.
In Europe, a market specific range was produced by EPB (L'Europeenee des Produits de Beaute) a Revlon subsidiary in France.
However, Ultima II is available in Asia (specifically China/Hong Kong and Indonesia), having moderate success with their Clear White and Extraordinaire ranges.
Models Cybill Shepherd, Aurélie Claudel, Kim Alexis, Monique Chevalier, and Jenny Brunt also represented the brand.