Consumer Behaviour - Revlon

Topics: Maslow's hierarchy of needs, Cosmetics, Marketing Pages: 2 (469 words) Published: August 7, 2012
1. Product/Brand: Revlon Super Lustrous Lipstick
2. Source of advertisement: CLEO magazine December Issue
3. Objective of advertisement/Key message:
* To gain attention to their new product
* To portray a new image to Relvon: Lust
* To encourage customers to make purchase of the new product 4. Target Audience:
* Attached young ladies
* Woman who uses reliable and healthy cosmetics products 5. Short Description of theories/ concepts chosen and application: * Attention – stimulus factors
The Revlon Super Lustrous Lipstick focuses on stimulus factors to capture the attention of the magazine readers. The advertisement is a full coloured page with celebrity Jessica Alba wearing the product. The advertisement is brightly coloured which gathers more attention from the reader. Also the position of the advertisement is located at the first few front pages of the magazine. This position is more likely to gain more attention as readers usually read the few front pages of the magazine more carefully. Also, with the deep red lipstick applied on Jessica Alba’s lips, it contrasted with the background of her pale face and bright background. Consumers tend to pay more attention on advertisements that contrast with their background. Thus, upon looking at the advertisement, readers will remember the product and leave a good impression of the brand. * Reference Group – Aspiration group

People are also influenced by Jessica Alba who wore Revlon’s lipstick in the advertisement. After reading the advertisement, readers notice how the product looks good on her and aspire to be like her. As Jessica Alba is a well-known celebrity worldwide, she would definitely posses a large number of fans. Some loyal fans would support her endorsement of the new product and buy the lipstick. * Maslow’s Hierarchy of Needs – Social

The advertisement uses words like “most kissable lips” and “lust”. This will attract consumer who are in a relationship or...
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