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
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.