Revlon, The Cosmetics Industry For The Modern World

Ulta’s bargaining power provides an important opportunity for industrial rivalry to reduced in terms of beauty products aimed at the international markets. Ulta already has a strong physical and online presence in the marketplace, which should make it much

Companies across the world are determined to compete for the survival of their brands. The magnitude of success of the marketing and advertising strategies of a new or existing product is majorly depended upon the organization itself. As a matter of stated facts when an organization advertises its products in the market they first have to identify the relevant answers of some questions like what is the product aiming at? What benefits will the user seek by this product? How the organization plans to position itself within the market and what differential advantages will the product offer over the competitors. Because the bottom line of all marketing and advertising campaigns, is to provide the suitable collection of benefits to the end users of the product. Successful companies are usually recognized as iconic brands. Success of a

1. REVLON INC. EXISTING VISION AND MISSION Vision Provide glamour, excitement and innovation to consumers through high-quality products at affordable prices Mission To emerge as the dominant cosmetics and personal care firm through the twenty-first century by appealing to young/trendy women, health-conscious women (skin care), and older women with its variety of brands 2. NEW VISION AND MISSION STATEMENTS FOR REVLON INC. Vision To be wellknown and accepted as the high value provider by constant innovative and improvements products to keep pace with the changes in consumer lives.

According to the situation mentioned above, L’Oreal’s strategy will lead them suffer from few of the challenges. There are three main challenges discussed in this report. Firstly, the acquired companies now work without their founders. Secondly, manage L’Oreal’s portfolio of products. Thirdly, it is hardly to manage lots of brands. Finally, it might have a problem about customer loyalty for local companies.

The industry we have chosen is the department store-retail industry. Within this industry, we have chosen the department stores of JCPenney and Macy’s. We find this industry, as well as these two companies, interesting from a strategic perspective. JCPenney has recently undergone a massive strategic restructuring in regards to its pricing, brand offerings, and store layout, pushing it away from the typical department store strategy of discounts and coupons. Its new strategy has become much closer to Wal-Mart’s strategy of every day low prices. Macy’s, on the other hand, has restructured with a push from the economic

There are some very good beauty products out in many stores that can help the appearance of someone, but there are some that may do more damage instead of help. These products that say that they are revitalizing the skin or putting more sheen in your hair may just be like putting toxins into your body. The most fearful thing about these products is that they could be right in your local store that sells them, but don’t get me wrong not all of them sell things like these but it is still raising a good question of, “What are the ingredients of the hair care or skin care products that you buy?”

Before ULTA entered the beauty market in 1990, a woman would have to go to multiple stores to find cosmetic, fragrance, and salon products. ULTA has become a woman’s one-stop-beauty department store, they house everything from brands such as Revlon to Estée Lauder, products such as nail polish to specialty shampoos, and they even offer makeup and hair services. In this industry of beauty there are many competitors and companies must stay ahead of their competition, ULTA has done this and more. At the same time they have to foresee any future problems while they continue to grow and find ways to overcome the barriers. Being a lover of cosmetics investing in a company such as ULTA would seem a

Revlon has many other bigger competitors in which they compete with such as L’Oreal, Avon, Procter & gamble and Estee lauder. Basically the

Ulta Beauty is a chain beauty store with over 19,000 employees and 974 locations all across America. Ulta carries 20,000 products and 460 brands that consist of, cosmetic, skincare, haircare, and fragrance products for men and women.  Majority of their inventory and sales come from cosmetic makeup brands. Ulta carries higher end makeup brands and well as lower end drug store brands. Their main target market and customers are women of all ages who use any type of beauty product. Their wide range of products can reach to all types of customers and they offer something that majority of people use. In 2013 Mary Dillon former chief of US cellular and chief executive of Mcdonald's became the new CEO. Since then Ulta sales have increased largely. At the end of 2015

Skin treatment products are often sold next to the cosmetics, but in reality are not cosmetics themselves. Skin treatment products are created with the purpose to improve the natural condition of the skin rather than purely the aesthetic. Cleansers, astringents, toners, acne medications, sunscreen, and lotion all help the skin stay healthy and free from blemishes. In the past, it used to be that consumers

Estée Lauder also benefits from brand recognition and loyalty; however, this seventy-two year old company isn't only known for high-end, classic products anymore. They have a very successful track record of incorporating complimentary firms through merger and acquisitions. Consumers from each age category are being

The Revlon Beauty Company is a global and classic brand. An advertisement found in Glamour Magazine, promotes the sales of Revlon’s well-known nail polish enamel. The ad features a man with a woman’s hands draped over him to promote new nail polish colors. Revlon attempts to convince readers to purchase beauty products, including nail polish, through the use of colorful imagery, diction, and appeals to pathos and ethos; overall the ad is fairly effective at convincing the target audience of women ages 18-40.

Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.

An External Factor Evaluation (EFE) allows strategies to summaries and evaluate economic, social, and cultural factor through the uses of a numerical rating. In our case we evaluated the EFE of Estee Lauder. By numerically scaling Estee Lauder’s opportunities and threats we analyzed the importance of the programs they have to offer. First assigning each factor a weight of importance

Rivalry is intense among the competition in the cosmetic and skin care industry. There are numerous existing cosmetic companies competing in the market. The giant corporations acquire numerous brand name products and compete for the same number of customers. The competition consists of companies such as, Procter & Gamble, L’Oreal, Unilever, Avon Products, Inc., Estee Lauder, in addition to competing with large retailers, who order mass