The Brand

REVLON

Overview / Brand Heritage

Revlon is an American cosmetics, skincare and fragrance range founded in 1930 by brothers Charles and Joseph Revson. It started with one successful product, an opaque nail enamel. Within a few years the products were being sold in large department stores and newer shades were being produced. In 1940 Revlon were making first aid kits and dye markers for the Navy. Later Revlon introduced its new fragrance called Charlie which at the time was the number one fragrance in the world, designed for young working women. Revlon as an overall brand does not have a slogan, instead individual products have singular one line slogans that are appropriate to the product. 

Product DNA / hero product?

The original nail enamel although now not Revlon's most popular product is what started the success in the beginning but the brand is known mostly for being the first company to introduce transfer resistant lip colour in a range of shades. Now Revlon has a range of voted number one products used in the makeup world. 

Packaging and promotion

Originally Revlon's first nail enamel came in a bottle and box packaging but now all the products are sold as they are without boxes and in relatively good materials but not too expensive to keep the price at a low cost. Some of the foundations and nail polishes are in a good quality glass bottle but these will be the more expensive products in the range costing around £7-£10. The lipsticks are all colour coded with the packaging to help recognise what shade you will be purchasing. Revlon promotes singular products using well known idolised celebrities such as Emma Stone and Jessica Alba on the advertisements. They offer many promotional deals such as '2 for £6' deals on lip tints.

Presentation

Revlon is always presented the same in shops and on counters. They use the current advertisement featuring the latest celebrity collaboration to draw in the younger women which are the targeted audience. The colour coded presentation makes the range look full and desirable. The REVLON logo printed in gold on black colour looks elegant and of good quality. Some of the products print the logo and product slogan on the bottle in subtle white so that the colour can be seen through the bottle. They offer testers for many of the products too.

Price Point and Age Market

The products are all at an affordable high street cosmetic cost aiming at teens and younger women which helps them to target this range. Products range from £1-£10 offering HD photoready foundations which are a much cheaper option than other brands. Young people rely on the brand for cheaper and reliable options with cosmetics. The age range is around 16-30.