What is Revlon’s marketing strategy? Revlon has become one of the top cosmetic companies. It always surprises us with new beauty products and campaigns, keeping the brand in a good position. However, its strong position is not only due to its many products but also a result of its marketing strategy.
In Canada, cosmetic brands want to make themselves known and look up to Revlon as an example. Revlon’s marketing strategies can be applied by others to attract target audiences and increase sales.
In this post, let’s explore what makes up Revlon’s marketing strategy.
What are the characteristics of Revlon?
Revlon is an American multinational company founded in 1932. It is headquartered in New York, and its founders were Charles Revson, Joseph Revson, and Charles Lachman. The company entered the market just at the time of the Great Depression. Since its inception, it has offered its consumers various products. Their products involve beauty, hair, cosmetics, and beyond.
This company knows how to capture a large international market. Its variety and its quality have led this firm to differentiate itself from its competition. Yet these two characteristics do not show the whole picture. Rather, Revlon’s marketing strategy is what has allowed it to reach different segments of the world market.
It’s also important to note that Revlon faces some very strong competition: Avon Products, L’Oreal, Shiseido, P&G, and Coty. To differentiate itself, Revlon aims to adjust to different beauty demands by launching different nail, fragrance, eye, and hair care products.
Revlon’s Marketing Strategy
Revlon, like other international companies belonging to the cosmetics industry, functions based on a Revlon mix marketing plan that we will explain below:
There is no doubt that Revlon is one of the most recognized beauty brands in the world. It has introduced a wide range of products to the market that is very useful for beauty care. These products include different collections that can be adjusted to the needs of each client.
For example, Revlon Colorstay brands have a collection of essential eye products, including crayons, pencils, and eyeliner, among others. Likewise, the Revlon Youth Fx brand has products for reducing wrinkles and encouraging youthfulness. Also available is the ULTRA HD brand, which features products that include lip gloss, lip colour, lip liner, and much more. In this way, several brands with various product categories also meet the need for tools such as eyelash curlers, facial kits, mirrors, and other toiletries. Each of the products of this brand can be used for personal use or in beauty salons.
The pricing strategy in Revlon’s marketing strategy is based on an understanding of the prices offered by the competition. Revlon has been concerned with adopting competitive prices and considers that prices may vary due to changes in the cosmetic industry.
Generally, the cosmetics presented by the Revlon brands tend to have similar characteristics. Their price is their differentiating factor. For example, nail colours or eyeliners that are available in the market under different brands mean that these products have substitutes.
However, if we emphasize the price, we can see that each product has a different price, considering the segments’ solvency capacity. Products are directed toward both the upper class and middle class. In the case of the costs of Revlon products, prices are established according to each product and its characteristics. Revlon’s pricing strategy has been well thought out.
To this day, Revlon has a presence in more than one hundred countries, while the United States is one of its main markets. In fact, 50% of their sales are made in the United States.
Indeed, the brand has focused its sales on merchandising stores and retail channels. Its distribution is done in bulk to pharmacies worldwide. This partly helps Revlon retain its consumer base, especially when it comes to the middle class.
Likewise, its products are sold in different channels. These include consumer, professional, and many more. Also, it is essential to mention the Revlon subsidiaries. Some of them are acquired companies, while others are adapted through a mechanism of recognized distributors in each country where this brand is present.
Revlon’s marketing activities have made it one of the world’s leading brands. Its cosmetics have become known by conventional promotion methods, including features on its offers and better product awareness. In the past, Revlon relied on television, print ads, brochures, banners, billboards, and more for its promotion strategy.
In addition, it has collaborated with celebrities such as Ciara, a singer and actress who has been the ambassador of the Revlon brand, as well as Olivia Wilde and Emma Stone. This is not all. Revlon has also promoted its products at festivals, fairs, and other demonstrations.
Currently, it has been observed that Revlon has transitioned towards the online promotion of its products. The objective has been to be able to connect with the younger public through different communication channels, including social media.
Do you need a marketing strategy like Revlon’s for your business?
As we have seen, Revlon’s marketing strategy has been based mainly on serving different segments by promoting its wide range of products in more than 100 countries. Their marketing mix has worked based on their objectives. To achieve success, they have had the help of marketing specialists.
At BluCactus, we can advise you to find out if this marketing strategy can be effective for your business. We have experts in marketing, content creation, and advertising on our teams and are ready to supply you with everything your brand requires to make itself known and to improve traffic to your website. Contact us right away and tell us your short and long-term business goals.
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