Revlon for Men

2170 Words Feb 26th, 2012 9 Pages
Case 3-6

Consumer Behavior: Revlon For Men? Ubersexuals and the changing male landscapes

Chenona D. Artis

Dr. Hossein Kamarei

February 9, 2012

Develop a marketing strategy for Revlon to enter the mens cosmetics market with a complete product line. Revlon Inc. (Revlon) is one of the leading cosmetics companies in the world. The company along with its subsidiaries offer a wide range of products inclusive of skin care, bath and body, cosmetics, hair care, fragrance products and other related product for women (http://www.bharatbook.com). In the U.S., net sales make up almost 60% of Revlon 's consolidated net sales, most of which are generated in mass retail channel. The five largest countries in terms of volume of sales
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The branding strategy that Revlon should use in entering the men cosmetic market is brand extension. Brand extension is where and existing brand extends to a new category with the same name (Hawkins & Mothersbaugh, 2010, p.303 &304). Revlon 's vision is Glamour, Excitement and Innovation through high-quality products at affordable prices (http://www.revlon.com). The same strategy that is used for the image associated with the existing women 's cosmetics line would apply to the men 's product line. However attitudes about cosmetics are perceived as feminine in nature, therefore it is important that Revlon differentiates the image of the men 's product line in terms of packaging, smell and convenience. Revlon can use the rub-off effect of stimulus generalization, which occurs when a response to one stimulus is elicited by a similar but distinct stimulus (Hawkins & Mothersbaugh, 2010, p.333). Using this method will give Revlon an opportunity to differentiate their men 's cosmetics with their competitor which will capture market share and enhance market efficiency.
Discuss how Revlon can use personality, emotion, and self-concept as the basis for its appeal for a mens cosmetic line.

Personality Personality reflects the relatively stable behavioral tendencies that individuals display across a variety of situations
(Hawkins & Mothersbaugh, 2010, p. 373). In certain situations consumers choose products that fit their

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