Revlon

CMGB 6301 Consumer Behavior

Revlon for Men?

Question 1

Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a

complete product line.

Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a

leading mass market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's

Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the

world of cosmetics, skin care, fragrance, and personal care.

Product Strategy

Consumers buy motive satisfaction or problem solutions NOT product. In the case of

men’s cosmetics, career enhancement, ego booster, sense of competitiveness and attention

and admiration from women are the motives behind the need for this type of cosmetics. The

words of Charles Revlon (Former Head)…“In the factory we make cosmetics, in the store we

sell hope”… show that Revlon is in the right track. Tying these existing needs for affiliation (belongingness) and esteem to men’s cosmetics will create demand for the brand.

Subtleness and convenience are some of the product attributes that researchers found

to be important to male consumers in buying and experiment with cosmetics.

Complete Product Line include convenient combo of a natural smelling three-step skin care

(facial soap, cleanser & moisturizer); Shaving products, deodorants, skin clearing & treatment

products designed to hide dark circle, age spots, razor burn and reduce appearance of fine lines

and wrinkles (example: concealer, eye treatment formula, skin toner) .

Communication Strategy (Media, Advertisement and Packaging)

Cosmetics are high-involvement products. Revlon men’s cosmetics ads should be

placed in media outlets that are relevant to men. Specialized media such as Maxim, National

Geographic, and Men Health tend to be highly effective. Cooperating with one of the specialized

magazines to create a...