: Case 3-6 “Revlon for Men? Ubersexuals and the Changing Male Landscape”

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1. Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line.
Revlon is one of the world's leading cosmetics companies engaged in producing, marketing and selling cosmetics, skin care products, fragrance and personal care products. It owns several world-famous brands (Datamonitor, 2006). Revlon’s works hard to provide beauty, excitement and innovation through quality products that are affordable to their consumers. They have developed a long standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (Datamonitor, 2006).
Consumers make purchases not only because they like a particular product, but because they are trying to find a solution to a problem. Products are designed to equip consumers with the totals they need to satisfy their problems. In the case of men’s cosmetics, Revlon would need to identify motives that would make men want to buy their products such as; career enhancement, ego booster, sense of competitiveness and attention from women. Playing on these motives would allow Revlon to reach the male market. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete product line include convenient combo of a natural smelling three step skin care (facial soap, cleanser & moisturizer)’ shaving products, deodorants, skin cleaning and treatment products designed to hide dark circle, razor burn, and age spots.
Revlon men’s cosmetics ads would do well in magazines that are popular among men. Specialized media such as Maxim and Men’s Health tend to be highly effective. Partnering up with one of these magazines to create a onetime mini magazine is another way to reach potential consumers.
When consumers think of cosmetics they usually relate it to females…...

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