Segmentation: Revlon

    a)     Firstly, they segment the market on the basis of their Gender:

·        For men

·        For women

Both the genders are different in their attitude as well as their behavior when it comes to any purchase-decision. Where women tend to be more emotional and communal-mined, men tend to be straight-forward and goal-oriented.   

  b)     Secondly, the market is segmented on the basis of income-levels and Life-style. Revlon segments the High-Level Income people further into 2 sub-segments and targets only those segments. They are:

·        Upper-Middle Class, and

·        Posh or Premium Class

c c)    Lastly, Revlon segments the above 2 segments into 3 sub-segments depending upon Age:

·        Young

·        Middle, and

·        Early old Age people

Targeting: Revlon

     ·     As said before, the buying decision of men and women is differ from each other. Thus, Revlon uses different Advertisements for targeting both men and women.

     ·   Secondly, because at present Revlon is targeting only the people with a High-Income Level for selling its cosmetic products….it believes that if they start targeting Middle and Lower Class also, then it could affect their already set customer base.

    ·      Revlon uses the Need-Based Market Segmentation approach as all segments are not useful at all times. Hence, they decide the right segment at the right time for targeting.

    ·     As Revlon has a complete market specialization in cosmetics in their respective market. So, they use their previous experience to target their customer segments.

Positioning- Revlon 

    ·    Revlon has always used top models, and actresses in order to promote its products i.e. Cindy Crawford, Selma Hayek and Halle Berry to create an aspiration among its target customers( High Class Women who can afford these products).

   ·     Revlon’s principal customers include large mass-volume retailers and chain drug stores, as well as certain department stores and other specialty stores such as perfumeries. The company sells cosmetics and skin care products to fulfill specifically consumer need, principally priced in the upper range of the mass market.

   ·  Revlon objective “In our factory, we make lipstick. In our advertising, we sell hope.” reflects a strong Emotional connect with its customers and a sense of Trust for the brand.

     ·     Revlon positions itself in the market on the Stage of GLAMOUR.

    ·    Revlon Unveils Breakthrough Advertising Campaign; Featuring Revlon Spokespeople Halle Berry, Julianne Moore, Eva Mendes, Jaime King. Four Women. Four Stories. One Feeling (Year 2004). The campaign brings the brand's "confident sexy" positioning to life, and creates an emotional connection that underscores the way women feel about using Revlon's beauty products.