Revlon

Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division. Moon Drops is the dry skin division. Etherea is the hypo-allergenic division. Revlon is now concentrating on developing their male market. (http://www.revlon.com). There are five topics that will be discussed in the essay. The first topic that will be discussed is to develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. The second topic that will be discussed is to determine and discuss the needed branding strategy that Revlon should use in entering the men’s cosmetics market. The third topic that will be discussed is how Revlon can use personality, emotion, and self-concept as the basis for its appeal for a men’s cosmetics line. The fourth topic that will be discussed is to determine which attitude change techniques would be most appropriate in persuading many men to use skin care products. The fifth topic that will be discussed is using the demographic and psychographic information provided in the case, describe and explain the traits that would make the most desirable target market for a line of men’s cosmetics by Revlon. Revlon Marketing Strategy Revlon can develop a marketing strategy for men's cosmetics by performing a SWOT analysis. SWOT analysis (alternately SLOT analysis) is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture. The strengths that Revlon has to enter the men's cosmetics market with a complete product line are that they are an international corporation and have a reputation for being diverse in marketing to different consumers. The weaknesses that Revlon has to enter the men's cosmetics market with a complete line would be to defeat the notion that traditionally, men would not purchase health and beauty products from Revlon. According to a survey conducted by askmen.com, “Most men avoid the cosmetics department unless accompanied by their wife, girlfriend, or another type of female companion. Most of my guy friends would say that cosmetics are a women’s world and buying them makes you look homosexual, wimpy, or feminine.” If Revlon could overcome this mindset they would have great success in the male marketplace. The opportunities that Revlon has to enter the men's cosmetics market would be gain an upper hand on their competitors and have a very popular womens’ and men’s cosmetics, health, and beauty care line. Revlon has the capital also to hire a male celebrity, preferable one that is seen as extremely masculine, such as a professional athlete, Kobe Bryant. If they could hire this athlete then this could turn men on to the idea of purchasing skin care and grooming products from Revlon. The threats that Revlon could face are that the men’s marketplace could not take off and financially damage Revlon. Branding Strategy Revlon should replace the emphasis off cosmetics and onto skin care, healthcare, and/or grooming products. The writer would suggest that Revlon should produce the men’s products under a different name, such as Rock and Ready instead of Revlon, which is known for female cosmetics. The branding can encompass men being masculine then utilizing grooming habits with the product. Revlon could begin a mass marketing campaign utilizing radio and television commercials and magazine and online advertisements under a pseudonym. The advertisements should have very masculine male celebrities that men would emulate. http://menshealthawardwinners.com/ 2012 References: Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2010). Consumer behavior: Building marketing strategy (11th ed). New York: McGraw-Hill/Irwin. http://www.internalization.net/ http://menshealthawardwinners.com/ 2012 http://www.revlon.com/