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Case 3-6 “Revlon for Men? Ubersexuals and the Changing Male Landscape

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Assignment 3: Case 3-6 “Revlon for Men? Ubersexuals and the Changing Male Landscape

Sarah Bean

Consumer Behavior MK510

Professor Kelly Bruning

May 13th, 2012

Abstract

The following essay will discuss the overall view of how the Revlon cosmetics company will market towards the male demographic. Traditionally, men are not the primary consumers of cosmetics, health and/or beauty products . The case demonstrates in more recent times that there are more male consumers of health and beauty products such as skin conditioners, body washes, colognes etc.. The essay will challenge the reader to utilize their critical thinking skills in regards to how Revlon will market their company to male consumers.

Introduction

The following essay will discuss how and utilizing what methods that Revlon will market to male consumers. Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division, Moon Drops is the dry skin division, and Etherea is the hypo-allergenic division. Revlon is now concentrating on developing their male market. http://www.revlon.com/ There are five topics that will be discussed in the essay. The first topic that will be discussed is to develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. The second topic that will be discussed is to determine and discuss the needed branding strategy that Revlon should...

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: Case 3-6 “Revlon for Men? Ubersexuals and the Changing Male Landscape”

...1. Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. Revlon is one of the world's leading cosmetics companies engaged in producing, marketing and selling cosmetics, skin care products, fragrance and personal care products. It owns several world-famous brands (Datamonitor, 2006). Revlon’s works hard to provide beauty, excitement and innovation through quality products that are affordable to their consumers. They have developed a long standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (Datamonitor, 2006). Consumers make purchases not only because they like a particular product, but because they are trying to find a solution to a problem. Products are designed to equip consumers with the totals they need to satisfy their problems. In the case of men’s cosmetics, Revlon would need to identify motives that would make men want to buy their products such as; career enhancement, ego booster, sense of competitiveness and attention from women. Playing on these motives would allow Revlon to reach the male market. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete product line include convenient combo of a natural smelling three step skin care (facial soap, cleanser & moisturizer)’ shaving products, deodorants, skin cleaning and treatment products designed to......

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Premium Essay

Revlon for Men

...Assignment 3                             Revlon for Men    1 Terika Slocumb November 18, 2012 Assignment 3: Revlon for Men? “Ubersexuals and the Changing Male Landscape” MKTG 510 Consumer Behavior Dr. Adina Scruggs Assignment 3 Marketing Strategy Revlon for Men    2 Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass-market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (www.revlon.com). Truth is, men are very different to market to than women. Men are very focused and goal-oriented. According to Morgan (n.d.), career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for cosmetic products. Tying these existing needs for belongingness and esteem to men’s cosmetics will create demand for the brand. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete Product Line include convenient combo of a natural smelling three-step skin care; facial soap, cleanser and moisturizer, shaving products,......

Words: 1708 - Pages: 7