What is Revlon’s marketing strategy in the UK? Revlon has become one of the best cosmetic companies. It always surprises us with new beauty products and other actions that have kept the brand in a good position. However, its positioning is not only due to its many products but also to its marketing strategy.
In the UK, cosmetic brands also want to make themselves known and become like this company. In fact, some of Revlon’s marketing strategies can be taken to attract the target audiences and increase sales.
Let’s see in this post what Revlon’s marketing strategy consists of.
What are the characteristics of Revlon?
Revlon is an American multinational founded in 1932. It is headquartered in New York, and its founders were Charles Revson, Charles, and Joseph Lachman. This company came onto the market just at the time of the Great Depression. And since its inception, it has offered its consumers various products. Beauty products, Revlon for hair and cosmetics, are just some of them.
This company has known how to capture a large international market. Its variable offers and its quality have led this firm to differentiate itself from its competition. But it is not everything since its marketing strategy 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. Therefore, Revlon aims to adjust to different beauty demands by launching different nail, fragrance, eye, and hair care products.
Revlon Marketing Strategy
Revlon, like other international companies belonging to the cosmetics industry, has been based on a Revlon mix marketing plan that we will explain below:
Product Strategy, Revlon’s marketing strategy.
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 on the market that is very useful for beauty care.
In this way, 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 is available, which has products for reducing wrinkles and providing youth.
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 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.
Price Strategy, Revlon’s marketing strategy.
The pricing strategy in Revlon’s marketing strategy is based on an understanding of the offerings offered by the competition. That is why it has been concerned to adopt competitive prices, considering that they may vary due to changes in the cosmetic industry.
Generally, the cosmetics presented by the brands tend to have similar characteristics. Therefore, to have a differentiating factor, the price is the one that plays a relevant role. We can take as an example nail colours or eyeliners that are available in the market with different brands, which means that they have substitutes.
However, if we emphasize the price, we can see that each product has a different price, considering the segments’ solvency capacity. Both upper class and middle class. In the case of the costs of Revlon products, they are established differently according to each product and its characteristics. Therefore, we can consider that 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 for the wide variety of products it manufactures. In fact, 50% of their sales are also made in the United States.
Indeed, the brand has focused its sales on merchandising stores and retail channels. Therefore, its distribution is done in bulk in pharmacies worldwide. This partly helps Revlon retain its consumer base, especially the middle class in different nations.
Likewise, its products are sold in different channels such as 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.
Promotion Strategy, Revlon’s marketing strategy.
Revlon’s marketing activities have made it one of the world’s leading brands. Its cosmetics have become known by conventional promotion methods, including the features of its offers and better product awareness.
Revlon relied on television, print ads, brochures, banners, billboards, and much more in the promotion strategy.
In addition, it has had the collaboration of 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. But this is not all, as Revlon has also promoted its products at festivals, fairs, and other demonstrations.
Currently, it has been seen that Revlon has been associated with 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 including its wide range of products in more than 100 countries. Their marketing mix has worked based on their objectives. And to achieve this, they have had the help of marketing specialists.
We can advise you to find out if this marketing strategy can be effective for your business at BluCactus.
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