The Revlon Beauty Company Is A Global And Classic Brand Essay

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

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.

The two above advertisements were generated for a makeup line formulate by musical artist Rihanna called Fenty (the Neutral Stimulus). This make up line is an all-inclusive line for various shades and is one of the few makeup lines that carries up to 40 different shades, that also vary in undertone colors. This line can cater to the needs of women everywhere who struggle with finding makeup that matches them. The advertisements leading up to its release gives a sense of excitement to those who felt left out by the makeup industry for either not carrying a light enough foundation shade or not dark enough shades (unconditioned stimulus). Also, by pairing the product with an iconic musical artist creates a sense of want of the product. Not only

Park Theatre’s ninety seat theatre was the perfect venue for Neil Anthony Docking’s The Revlon Girl, directed by Maxine Evans. While it would’ve been performed as beautifully in a larger venue, the cozy theatre was perfect for an intimate atmosphere -- feeling as though the audience were personally sharing a vulnerable moment with the grieving mothers at their meeting with the Revlon girl.

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

Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those

Overall, the Revlon advertisement was well done, it uses the romance theme, ethos, and pathos to persuade viewers to buy Revlon Ultra HD lipstick products.The advertisement just proves how satisfying and credible Revlon products truthfully

The man is fully clothed in a suit, which represents power and formality. It is extremely suggestive as it looks like he came to this position without the woman’s knowledge or consent since her sunglasses are pushed up for her to see. He is in a dominating position where she has to look up at him and the man’s face isn’t shown in the ad, which shows that he is confident. The ad is suggesting that if you have Sky Vodka, you can look glamourous and wealthy as well. The men are always given more power and a higher status than the women (Appendix A). The second image reveals how femininity is portrayed. In the ad for Dolce and Gabbana’s Monico Lipstick, notice the lightness of the woman’s hand touching her face, the touching of one’s face, especially the finger-to-mouth pose is reminiscent of a child. She is also dressed seductively with a come-hither look on her face that is bold and suggestive (Appendix A).

Dove was owned by Unilever, which was a leading manufacturer in food, personal care and home sector of the global economy. Unilever was mainly competing with successful companies like Nestle, Kraft foods and Procter and gamble. Unilever had a wide range and variety of products as well as huge market share. Despite of having a big market share and good product Unilever lacked the unified identity of the brand. In beauty sector, Unilever had many brands like Vaseline, Lux, Dove, Axe, Pond’s and Sunsilk etc. Since Unilever had many brands it had a problem with the control and identity of the brand.

Revlon’s products in the lipstick range have been priced lower than other competitors. Over the five-year period between 2011 & 2015, its retail price remains the least and has not experienced a significant increase. In the same period, leaders in the industry have increased their retail price of the product a little more significantly. If the brand aims to capture more market share and sustain its business, there is a need to understand preferences of its competitor’s customers to understand what it lacks.

In the perfume ad by Viva La Juicy, the young woman is adoringly glamorous, from her facial expression to how she is dressed, to the jewelry she wears. Her makeup is soft but accompanied by a bright pink lipstick to match her rosy pink cheeks. Her skin appears soft and flawless, which is enough for any girl to want to run out and buy this scent. The expression on her face is a slight, flirty grin. Her lips are almost puckered. Her soft skin is hugged tightly by the pink, sparkly dress she wears. Wrapping her wrists lie sparkly gold and silver bracelets to accent the sparkles on her dress. She looks straight off the red carpet with how perfect her hair, makeup, body, and outfit is. The

As analyzed in the essay, these aspects may be interpreted as artistic freedom or as offensive especially toward the portrayal of women. To answer the research question, although the extent of the offense received by the audience and media threw a shadow on the image of the famous brand, I believe that the advertisements singularly have the intent to be artistic and should only be understood as a creative and unique characterization of the labels ideals and business strategies. The way in which Dolce & Gabbana used alien-like fashion couture, robotic, nonchalant expressions of the models, clear, modern backgrounds and the effect of glazed bodies as a statement for their personality amazes me and makes me believe in their intentions. Surely the employment of power and submission might shock viewers and leave them in redemption, however, the brand was never intently trying to offense women in any way, as they have made clear in interviews and press releases. They stayed true to their image and ideal of being different to other labels by using their own in-house advertising as a way to think outside the box and stand out from the highly competitive fashion

Revlon, Inc. was founded by Charles Revson in 1932, changing the cosmetics industry for the modern world. The company initially popularized matching nail polish and lipstick colors but quickly expanded its focus. Today, Revlon operates in three market segments: consumer, professional, and other. The company is known for its beauty products, including not only nail polish and cosmetics, but also haircare, skincare, and men 's grooming products. With a global presence in 130 countries, Revlon has created strong brand recognition with its consumer base. Its products are of high quality and heavily marketed and sold in large retail stores, chain drug stores, and department store locations. The company now has a broad range of marketing strategies including digital, television, and educational seminars. Furthermore, its strong focus on R&D has made Revlon an industry leader in development of innovative cosmetics and beauty products.

L’oreal, the name of the cosmetics giant, appears with high frequency in nearly all world-class newspapers and magazines in recent times. There is a striking headline in the Independent (London, England) on Feb 21, 2004 p54, “L'Oreal builds on two decades of growth as profits soar.” The news is “L'oreal has set its sights on notching up two decades of consecutive annual double-digit growth after reporting a 13.5 per cent rise in profit last year.” Lindsay Owen-Jones, chairman, showed his confidence for the rate of internal sales growth next year. Maybe it is not too difficult for a company to rank first of its annual sales growth. But it seems a mystery for

The brand of Revlon could be found in the year of 1932, which had a single product??nail enamel unlike any before it?. In the year of 2014, Revlon re-launched their brand as ?Revlon, Love is on?, which has been recognized as more than a marketing campaign. This report will firstly introduce the aims of communication strategies which include their target audiences and positioning of this re-launched campaign for this organization. Then, the evaluation of pre- and post-campaign of the brand equity of Revlon will be discussed. Finally, a conclusion and recommendations will be provided.