Sustainable Marketing: Revlon

Sustainable marketing is the process of promoting products that are environmentally safe at the retail level and pushing a company's commitment to sustainable practices at the public relations level. It applies traditional marketing techniques but in a specific context. This category of marketing seeks to capitalize on the increased value consumers place on eco-friendly products and companies that have a perceived commitment to sustainability in its production.

In this way, business analysts consider sustainable marketing to have a triple bottom line, resulting in benefits to the customer, the environment, and the corporation.

 ü  In recent times, Revlon has gone through all sorts of downsizing, de-layering and restructuring in the ultimate bid of combating and/or overcoming its financial quandary. Therefore, it will be more rewarding for the company to concentrate on products and markets that are sustainably profitable instead of looking out for a route of escape into an entirely new business.

 ü  The first and important step for Revlon to take is to strategically position the company in a way that the organizational mission and goals will be accomplished. Thereafter, it can then diversify.

           INCREASING FOCUS ON NATURAL PRODUCTS

 ü  There is a growing demand for natural / organic products in most developed countries, a trend led by the evolved markets of the US and Western Europe. There is an increased preference for less synthetic, eco-friendly and natural products and packaging.

 ü  With Revlon’s Social Cause: PETA(People for the Ethical Treatment of Animals) STOP ANIMAL TESTING Revlon has sent the message that “beauty doesn’t have to come with an ugly side."

 ü  For blazing the cruelty-free trail with a sensational line of hair-care products, cleansers, perfumes, and makeup, venerable personal-care-products company Revlon has won PETA's "Cutting-Edge Company" Award.