Revlon Marketing Strategy & Marketing Mix (4Ps)

Published in Products category by MBA Skool Team

Here is the marketing strategy of Revlon which analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).

Revlon Product Strategy:

The product strategy and mix in Revlon marketing strategy can be explained as follows:

Revlon is one of the most well recognized cosmetic and make-up brands. The cosmetic major Revlon has introduced different products in its marketing mix product portfolio useful for various beauty enhancement and care. The products include the Mascara collections of different shades and length like multiplier, all in one and super length. The Revlon Colorstay brands includes collection of products essential for eye which includes kajal liner, crayons, pencil etc. For reducing wrinkles and bringing the youthfulness Revlon has products under the brand name of Revlon Youth Fx. Similarly there are wide range of products under the lip care which includes the lip colour, lip gloss, lip liner and brands like ULTRA HD, SUPER LUSTROUS and COLORSTAY etc.

The products under nail and hair includes the colour products and shampoos for hair care. For further diversifying the beauty products Revlon has products catering to beauty tools like tweezers, mirrors, beauty kits, facial kits, nail clipper, lash curler, specialized brushes and other grooming tools. These products have a nomenclature like Gold series, Men series, Love Collection and Diamond collection. All these Revlon products are involved in personal use brought at individual capacity or at beauty parlours and saloons.


Revlon Price/Pricing Strategy:

Below is the pricing strategy in Revlon marketing strategy:

Revlon prices its products are understanding the offerings of other competitor brands. In terms of pricing strategy Revlon has adopted competitive pricing since the price of the products vary accordingly in the cosmetic industry.

Here the cosmetics offered by different brands are similar in terms of features hence to differentiate itself the price can plays a major factor. For instance the products like lipstick, eyeliner and nail colours are available in market of different brands and hence reached a level of maturity with different substitutes. However in terms of pricing point of each products it has priced in terms of upper class and middle class segments purchasing ability. Prices of Revlon products are in par with the competitive price offerings to capture major market share. The prices of Revlon products range between INR 400 to 2000. The prices are set differently for each of the products and features available in each variants of the products. This briefly explains the marketing mix pricing strategy of Revlon brand.

Revlon Place & Distribution Strategy:

Following is the distribution strategy in the Revlon marketing mix:

Revlon being a well-known cosmetic giant has its presence in over hundred countries with US being one of its major market for the range of product it manufactures. More than 50% of the sales are done in USA itself which is the base country for Revlon. Revlon majorly focusses its selling through retail channels and merchandising stores. It has its bulk distribution through drug stores, pharmacy and chemist stores across the globe. This helps in retaining the large middle class consumer base across different nations. Revlon products are sold to different channels based on the divisions like consumer, professional and others. Also the subsidiaries of Revlon some in the form of acquired companies play a major role in distribution of the products. The distribution mechanism adopted is either through the recognized distributors or the licensees across the globe. The company adopts strategy of point of sale in its retail operation displays to ensure that the top products are available throughout the season and provides better visibility of the products with respect to other brands.

Ecommerce selling practice has also been utilized by Revlon to distribute and sell its products.

Revlon Promotion & Advertising Strategy:

The promotional and advertising strategy in the Revlon marketing strategy is as follows:

Revlon, due to its marketing activities, is one of the most well recognized brands. Generally cosmetic products adopts conventional methods of promotion for its product to create the better awareness of the product and the features in its offerings. Revlon makes use of printed advertisements, television, banners, billboards, brochures and booklets for its promotion. Like normal cosmetic care products which involves use of celebrity for endorsing its products Revlon has made Ciara, American singer and actress as its brand ambassador. Previously it was done by Emma Stone, Halle Berry and Olivia Wilde. Revlon has also used platforms like demonstration, fairs, trade shows and festivals for promoting its products. It also utilizes the methodology of direct selling to its consumers involving individuals and beauty parlour and saloons to get better awareness of the products. Lately the Revlon brand is also involved in online promotion to connect more with the youngsters by using various social media platforms and initiatives. This completes an overview on Revlon marketing mix.

About Revlon:

The cosmetic company Revlon was founded in the year 1932 and is based in the city of New York. Its founders were Charles Revson, Joseph and Charles Lachman and had its origin from the period of Great Depression. The personal care company has wide range of products ranging from cosmetic colours, hair colours and beauty products. Revlon has captured good market in the international arena through its quality and versatile offerings catering to different market segments globally. Revlon faces a stiff competition from companies like L’Oreal, P&G, Avon Products, Coty and Shiesdo. Today the company is looking forward to cater to the demands of different beauty requirements through the launch of various products in the fragrance, nail, lipstick, haircare and eyeliner products.

Revlon company has different divisions which cater to different segments which include Consumer, Professional, Elizabeth Arden and others. Presently the products are available in more than 100 countries with US being the major largest market share.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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