#Promotion

Steps in Developing Effective Communications

   1)   Identify Target audience: Revlon targets the Upper Middle class of consumers/audience. Women aged in the range 20-40 years.

   2)   Determine Objectives: Revlon being an established brand needs a Brand Recall whenever any customer feels the requirement of any product category. Brand recognition while purchasing can also be another objective.

   3) Design Communications: Message-The product heritage was always about enticing women with color and setting trends when it comes to color. And its still doing it today.

 The essence of the brand is bold glamour. This has not changed over the years ... even in places where Revlon is not selling so much.

 Message Source- Messages are & have always been delivered via popular sources like celebrities to create higher attention & recall.

                                                                                          

4)Select Communication Channels: Non-Personal or Mass Communication channels( Print, Television & Online)

 5) Establishing Communication Budget: Objective & task Method(specifying objectives, determining the tasks to achieve the objectives, and estimating the cost of performing them)

6) Sales promotion: Revlon uses sales promotion tools like Coupons, contests, premiums to draw the response of the target customers. Public relations & publicity: News stories & features in magazines.

#Channels

Ø The company markets extensive consumer product lines principally priced in the upper range of the retail channels.

 Ø Revlon uses:

     ·       Print

     ·       Television

     ·       Internet advertising

     ·       Coupons & other trial incentives

 Ø Additionally, the company maintains separate website www.revlon.com. The website features product & promotional information and is updated regularly to stay current with the company’s new product launches & other advertising and promotional campaigns.

OOH promotion

PRINT

 ü Up until the 1940s, Revlon's magazine ads were drawn by hand and mostly in black and white

 ü  Beginning in 1945, Revlon began launching full-color photographic advertisements in major magazines and stores across the country

 ü  One of the world's first supermodels, Dorian Leigh, starred in some of Revlon's most memorable advertisements of all time

 ü  In November 2010, Revlon re-created 1953's "Fire and Ice" magazine ad, this time with actress Jessica Biel. With this ad, Revlon announced they were issuing a limited edition Fire and Ice lipstick and nail color calling this campaign, "lips and tips."

 ü In 1970, Revlon became the first American cosmetics company to feature an African American model, Naomi Sims, in their advertising.

 ü Jessica Alba features in the print advertisements of Revlon at present.

Television(BRAND AMBASSADORS)

 ü Olivia Wilde: Actress, activist and red carpet style icon, Olivia Wilde has been a REVLON Global brand ambassador since 2011.

 ü Halle Berry: Academy-award winning actress and activist Halle Berry has been a REVLON brand ambassador since 1996.

 ü Emma Stone: Golden-Globe nominee and Hollywood fashion  icon Emma Stone has been a REVLON Global brand ambassador since 2011.

Internet

 ü Celebrity You Campaign by Revlon India to Promote its New Range of Cosmetics- The Facebook application, launched on October 14, 2013, allows a user to morph herself into a celebrity. She is also encouraged to upload a photo of hers in one of the three templates provided — a Billboard, a Magazine Cover or a Street Hoarding — along with one of the newly launched PhotoReady products to look and feel like a celebrity herself.

                           

 ü Revlon Expression Experiment- A dynamic Facebook community called the Expression Experiment. Since launch, over 200 bloggers have participated in the Revlon Expression Experiment garnering 6,453 clicks, 207,155 views and a click-through rate more than three times the industry standard. The Revlon Expression Experiment was promoted further on Revlon’s social networks receiving 17,681 interactions on those posts and a reach of 649,253 users.