Mini Case Code : CLIM030
Publication date : 2005
Subject : International Marketing
Industry : Beauty and Personal Care
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Revlon Inc. (Revlon), cosmetics, skin care, fragrance, personal care companies, advertising, print ad, beauty products segment, celebrity endorsements, print and electronic media, online marketing campaign, Internet, integrated promotional program, promotional campaigns, social responsibility activities, corporate image
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet looks at the various promotional activities taken up by Revlon, a popular cosmetics company, since its inception. It focuses on the various innovative strategies that the company adopted over the years to formulate effective communication strategies for its products. It also touches on how the company used the print and electronic media in its promotional strategy.
Revlon was founded by Charles Revson (Charles) and his brother Joseph Revson (Joseph) together with Charles Lachman (Lachman), a chemist, in 1932.
The company's name was derived from a combination of the names of Revson and Lachman...
Questions for Discussion:
1. Discuss Revlon's advertising strategy. How did the company incorporate the Internet into its promotional campaigns?
2. Comment on the merits and demerits of the following: Revlon adopting the strategy of celebrity endorsements; Revlon taking up social responsibility and participating in various social causes.