NEW YORK (AP) _ Revlon shares rose nearly 11 percent on the New York Stock Exchange Friday following news that Ronald O. Perelman _ who has 83 percent stake in the cosmetics giant _ will be providing another big cash infusion to keep the company from running out of money.

New York-based Revlon, which is struggling to compete with such rival brands as Maybelline and Cover Girl, said that MacAndrews & Forbes Holdings Inc., where Perelman serves as chairman, has agreed to provide $25 million immediately and up to $100 million in 2004.

Perelman has already invested or agreed to loan Revlon this year $200 million to finance a makeover, spearheaded by Revlon's president and CEO Jack Stahl, that aims to strengthen its brands and relationships with its store customers.

Stahl came to Revlon in 2002 from Coca Cola, where he served as president and chief operating officer.

``My interest is in creating long-term and sustainable value, and I believe Revlon, with its great brands, strong leadership team, reversal of market share declines and stabilizing sales, is making substantial progress toward that end,'' Perelman said in a statement.

Last month, Revlon, the maker of such products as Revlon and Almay cosmetics and Flex shampoo, reported a wider third quarter loss as sales continued to decrease.

The company posted a loss of $54.7 million, or 78 cents per share, compared with a loss of $22.1 million, or 41 cents a share in the year-ago period.

Revenues fell to $316.5 million, from $323.2 million in the year-ago period.

In the third quarter, the Revlon brand saw market share advanced 0.6 percentage point to 17.3 percent, while Almay's market share slipped 0.4 percentage points to 5.1 percent. Total company market share was virtually unchanged from a year ago.

Shares were up 25 cents, reaching $2.57 in mid afternoon trading.