Revlon for Men

Better Essays
Topics: Cosmetics
Assignment 3

Revlon for Men 1

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

Assignment 3

Revlon for Men 2

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



References: Aaker, J.L. (1997) Dimensions of brand personality, Journal of Marketing Research. Morgan, R. (n.d.). Difference in Marketing Strategy towards Men & Women. Retrieved November 15, 2012 from: www.smallbusiness.chron.com. Assignment 3 Revlon. (2012). Information retrieved from website: www.revlon.com. Revlon for Men    8 Valeo, V. (n.d.). Ubersexual: The New Masculine Ideal? Retrieved November 18, 2012 from: www.men.webmd.com.

You May Also Find These Documents Helpful

  • Powerful Essays

    Revlon for Men

    • 2184 Words
    • 9 Pages

    Case 3-6 Consumer Behavior: Revlon For Men? Ubersexuals and the changing male landscapes Chenona D. Artis Dr. Hossein Kamarei February 9, 2012 Develop a marketing strategy for Revlon to enter the mens cosmetics market with a complete product line. Revlon Inc. (Revlon) is one of the leading cosmetics companies in the world. The company along with its subsidiaries offer a wide range of products inclusive of skin care, bath and body, cosmetics, hair care, fragrance products and other…

    • 2184 Words
    • 9 Pages
    Powerful Essays
  • Best Essays

    Revlon

    • 3416 Words
    • 5 Pages

    REVLON SITUATIONAL ANALYSIS Sarah C. Lowendick, Brand Specialist October 22, 2008 Table OF CONTENTS Revlon Vision Statement…3 Revlon Executives…3 History…4 Brand Overview…4 Target Market Approach…5 Audience Profile…5 Audience Purchasing Process…5 Competitive Analysis…6‐8 SWOT Analysis…9‐10 Barriers to Purchase…11 Marketing Objectives & Strategies…12‐13 Market Growth…14 Works Cited…15‐16 2 Vision statement…

    • 3416 Words
    • 5 Pages
    Best Essays
  • Satisfactory Essays

    Revlon

    • 473 Words
    • 2 Pages

    Case Analysis # 2- Revlon, Inc. 2007 Case Analysis # 2- Revlon, Inc. 2007 Revlon is a universal company that sells products for skin care, cosmetics, personal care, fragrance and professional products. It was founded in 1932 and began in the nail polish market, soon after expanding into lipstick. Over the past six years, Revlon has consistently lost revenue and struggled with debt. Even though they have eliminated executive positions, reduced staffing and consolidated sales and marketing functions…

    • 473 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Revlon - 2004

    • 3509 Words
    • 15 Pages

    Revlon, Inc. ¬¬ 2004 INTRODUCTION Revlon Inc. was founded in 1932 by Charles Revson, Joseph Revson and Charles Lachmann. The Company began with only one product – nail enamel. Revlon Inc. later introduced other numerous products such as fragrances, manicure and pedicure instruments, and other cosmetic products. Within six years, Revlon Inc. turned into a multimillion dollar organization, becoming one of the most recognized cosmetics names in the world. Revlon Inc. is now one of the world's…

    • 3509 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    Revlon Analysis

    • 2236 Words
    • 9 Pages

    REVLON EXECUTIVE SUMMARY Revlon Inc is one of the leading companies in cosmetic production and other personal products industry. This company produces and markets their products under brand names of Revlon, ultima, Charlie, Almay, jean nate, mitchum and Gatineau. The categories of product are cosmetics, personal product and skin care products. Revlon has used food stores, chain drug, owned shops or large volume retailer in marketing their product. Operations of this…

    • 2236 Words
    • 9 Pages
    Good Essays
  • Satisfactory Essays

    Revlon Inc.Docx

    • 370 Words
    • 2 Pages

    Mission statement of Revlon Revlon Inc. mission is to emerge as the leader in cosmetic and personal care throughout the world. Revlon takes pride in manufacturing the top skin care and strives to please young and older woman alike. Vision statement of Revlon Revlon Inc. Vision is to satisfy the needs of their customers with glamour and excitement that they provide at an affordable price. http://wiki.answers.com/Q/What_is_Revlon%27s_vision_and_mission_statement SWOT analysis Strengths…

    • 370 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Cosmetics and Revlon

    • 4455 Words
    • 18 Pages

    Introduction of the Company Revlon Inc. is a leading cosmetics company offering cosmetic, skin care, fragrance, and personal-care products. Revlon was formed in 1932, and started out with selling only nail enamels. Over the course of the past 75 years, Revlon has become a leading brand in the cosmetic market, recognized both in the United States and worldwide. Revlon owns popular brands such as Revlon, Charle, Mitchum, and Almay. Revlon has recently been struggling with debt, posting losses…

    • 4455 Words
    • 18 Pages
    Powerful Essays
  • Powerful Essays

    lakme and revlon

    • 13146 Words
    • 53 Pages

     Company Profile of Revlon  Various Marketing strategies adopted by the twoCompany along with product profile  Objectives of the Study  Research Methodology  Data Analysis & Interpretation  Suggestions and Recommendations  Summary & Conclusion  Appendix  Questionnaire  Bibliography INTRODUCTION Within a short span of the last five-six years, the use of cosmetics by Indian consumers has increased significantly with moreand more women and men taking greater interest…

    • 13146 Words
    • 53 Pages
    Powerful Essays
  • Better Essays

    Revlon Ida

    • 1637 Words
    • 7 Pages

     Revlon is a worldwide cosmetics, hair color, beauty tools, fragrances, skincare, anti-per spirants/deodorants and beauty care products company. Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-per spirant / deodorants and beauty care products company Websites featuring current product and promotional information can be reached at www.revlon.com, www.almay.com and www.mitchumman.com. The Company's brands, which are sold worldwide, include Revlon®, Almay®…

    • 1637 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Case Study Revlon

    • 4187 Words
    • 17 Pages

    INTRODUCTION OF THE COMPANY: Revlon, Inc. was founded in 1932 by brothers Charles and Joseph Revson and Charles Lachmann with a $300.00 investment and one product which consisted of nail enamel. Revlon now has a 75 year history of providing high quality products to women. Revlon products are sold in more than 100 countries around the world with sales outside of the United States making up 43% of sales in 2006. Their product categories include skin care, cosmetics, personal care fragrance and professional…

    • 4187 Words
    • 17 Pages
    Powerful Essays