Revlon for Men
Revlon for Men? “Ubersexuals and the Changing Male Landscape”
Marketing Strategy 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
Revlon for Men
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 (www.revlon.com). Truth is, men are very different to market to than women. Men are very focused and goal-oriented. According to Morgan (n.d.), career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for cosmetic products. Tying these existing needs for 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 and moisturizer, shaving products, deodorants, skin clearing and treatment products designed to hide dark circle, age spots, razor burn and reduce appearance of fine lines and wrinkles, such as concealer, eye treatment formula, and skin toner. 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. Revlon has to change the cognitive component of general consumers’ attitude, which basically entails changing the belief that cosmetic products are for feminine in nature. They must educate consumers and this can be done through communicating their brand personality through mass media. The basis of the campaign is that cosmetics are for those who dare to challenge the norm, the free-spirited; “men who chafe against the
Revlon for Men
restrictions" of traditional male roles and who do not care whether some people might consider their actions unmanly. Additionally, this can be done through matching celebrity endorsers with the desired brand personality. Current Revlon ads featured a number of different well-known actresses including Halle Berry, Eva Mendes, and Jessica Alba. In the case of Revlon for Men, David Beckham, Brad Pitt and Gerard Butler are some viable candidates. Lastly, Revlon’s vision “to provide glamour, excitement and innovation through quality products at affordable prices” means that they have to price their product at the level that customers expect to pay for the quality delivered. Too high a price results in inability to compete in the market while consumers tend to perceive lower price to inferior quality. Therefore, research into customers’ attitudes towards not just the product, but also how they will value it. Value is a combination of price and perceived quality. Branding Strategy In order to leverage their strong existing brand name, Revlon should use the brand extension strategy. Revlon is considered a brand that delivers superior performance, has impeccable social values with good reputation in cosmetics. Thus it is safe to assume that favorable aspects of the image associated with existing women’s cosmetics will apply to the men’s cosmetics. The connection between men’s and women’s cosmetics is obvious. The men’s cosmetics fit the original product on the transfer and image dimensions. Men differentiating different brands available in the market will assume that the same exceptional manufacturing skills of the original Revlon’s cosmetics will be transferred...