Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Revlon’s integrated promotion program
• Involvement of celebrity endorsements to improve sales
• Social responsibility measures as a part of promotional campaign
• and Internet as a tool to enhance the effectiveness of promotional campaigns

Keywords

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