Revlon for Men
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 outside the U.S. are Canada, South Africa, Australia, the U.K. and Venezuela. Revlon beauty-care products are distributed via mass volume retailers, hypermarkets, supermarkets, drug stores, and specialty stores in the U.S. (www.revlon.com) One of the ways that Revlon can continue to be a leader is to expand its offerings to the male population. There are three reasons males want to look good. First, they feel that their career will be enhanced and having the appearance of being attractive, appearing fit, and being energetic will enhance their career. Second, they want to be attractive for women. Especially middled-aged men who have gone through a divorce, these men tend to invest in "beauty enhancements". The final reason is that there is a combination of ego and competitiveness. Some men are more competitive than others and they compete to look good. Also looking good and being told they look good can be gratifying to the male ego (Hawkins & Mothersbaugh, 2010, p.460). The mens product line would need to address all skin care and hair concerns without being overwhelming. Although men like to feel good and look good, they don 't necessarily want to be overwhelmed with a lot of products or steps to achieve the look they desire.
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 outside the U.S. are Canada, South Africa, Australia, the U.K. and Venezuela. Revlon beauty-care products are distributed via mass volume retailers, hypermarkets, supermarkets, drug stores, and specialty stores in the U.S. (www.revlon.com) One of the ways that Revlon can continue to be a leader is to expand its offerings to the male population. There are three reasons males want to look good. First, they feel that their career will be enhanced and having the appearance of being attractive, appearing fit, and being energetic will enhance their career. Second, they want to be attractive for women. Especially middled-aged men who have gone through a divorce, these men tend to invest in "beauty enhancements". The final reason is that there is a combination of ego and competitiveness. Some men are more competitive than others and they compete to look good. Also looking good and being told they look good can be gratifying to the male ego (Hawkins & Mothersbaugh, 2010, p.460). The mens product line would need to address all skin care and hair concerns without being overwhelming. Although men like to feel good and look good, they don 't necessarily want to be overwhelmed with a lot of products or steps to achieve the look they desire.