BPMM 1013 INTRODUCTION TO MARKETING

Table of Contents
REVLON......................................................................................................................2 Introduction........................................................................................................2 HISTORY.............................................................................................................2 POLICIES.............................................................................................................2 STRATEGIES/ADVERTISING CAMPAIGNS.............................................................3 Maybelline..................................................................................................................4 Companys Background......................................................................................4 History................................................................................................................4 Products.............................................................................................................5 Past Breakthroughs............................................................................................5 MAIN PRINTED ADVERTISING......................................................................................7 REVLON - Revlon Photoready Airbrush.......................................................................7 ...................................................................................................................................7 Target Audience.........................................................................................8 Advertising Objectives................................................................................8 Advertising Message..................................................................................9 MAYBELLINE - Maybelline Dream Nude Airfoam.......................................................10 Target Audience.......................................................................................11 Advertising Objectives..............................................................................11 Advertising Message................................................................................12 Writer's View on The Mai in Advertisement Effectiveness........................................12 Suggestions on Main Advertisement Improvement..................................................13 Conclusion................................................................................................................14 References................................................................................................................15

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REVLON
INTRODUCTION
Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932. Revlon operates as one of the world's leading cosmetics companies and markets its products in over 100 countries under such familiar brands as Revlon, ColorStay, Age Defying, Almay, and Skin lights. Cosmetic companies have long been trying to formulate an indelible lip color that does not dry out the lips and stays on for hours; the Revlon ColorStay lipstick delivers on its promises.

HISTORY
In 1932, Revlon was founded in the midst of the Great Depression. Two brothers named Charles and Joseph Revson had an idea to create nail polish using pigments instead of the normal dyes. They believed this would make the polish last longer and would allow for a larger variety of colours. To come up with their formula, they partnered with a local chemist named Charles Lachman. Using the Revson name,plus an "L" for Lachman, they named their new nail polish company "Revlon." Within6 years, the 3 men had turned Revlon into a million-dollar company, selling only their special nail polish. In 1940, Revlon offered an entire manicure line, and added lipstick to the collection. In 1994, The ColorStay line of long lasting cosmetics was introduced with the debut of ColorStay lipsticks, which soon captured the top spot in its category. As more women began working, they needed makeup that stayed on all day. This has led Revlon to develop its ColorStay product lines.

POLICIES

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The Revlon vision is to provide glamour, excitement and innovation through quality products at affordable prices. The company believes the key to staying on top is knowing the consumer, the markets, and the science. For example, aging women need products that are different from those of teenage girls, so Revlon developed product lines for each of those markets, as well as cultivating ethnic markets.

STRATEGIES/ADVERTISING CAMPAIGNS
During the 1950s, Revlon began to sell its products overseas, it took a bold advertising move, and used American models in international ads. International audiences loved the "American look" and became loyal Revlon customers. Since that time, the company has relied heavily on modelling contracts with female supermodels. Some of the most iconic ads include the Cindy Crawford makeup ads of the 1990s.In the mid 1990s, Revlon's basic business strategies were to introduce new products with unique consumer benefits. One of the most successful examples of this strategy was Revlon's first "won't rub off, won't kiss off" lipstick in 1993. The first Revlon product in this area was the Ultima II Lip Sexxxy brand. Following the success of this product, Revlon expanded distribution of the product and introduced it to the mass market in 1994 as Revlon ColorStay. According to Revlon, ColorStay quickly became the bestselling lipstick brand in the U.S. mass market. Despite the successful campaigns of the 1980s and 1990s featuring models,Revlon decided to drop fashion models and focus on movie stars, among them HalleBerry Eva Mendes, Jennifer Connelly and their latest new faces Emma Stone and Olivia Wilde.

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Maybelline

Companys Background
Maybelline is a public company headquartered in New York, New York. The company is a subsidy of L'Oreal USA, Inc. In 2004 Maybelline officially changed its name to Maybelline New York. Since its founding, the company has grown to include around 2,000 employees and approximately one million square feet of manufacturing and distribution space. According to the company website, Maybelline had become the number one cosmetic company in the U.S. by the year 2000 and the number one cosmetic brand in over 90 countries worldwide by 2002. Its cosmetic products are currently sold both online and in various retail stores across the globe.

History
Maybelline was founded in 1915 by T.L. Williams. Since Williams' sister Maybel originally put forth the idea to create a product for darkening eyelashes, he decided to name the business after her. The company's first product was called Maybelline Cake Mascara. It came out in 1917 and was sold only by mail. By the 1930s, the company had increased its product line to include eye shadow and eyebrow pencils. With its continuing success, Maybelline cosmetic products were eventually made available in retail stores. During the 1970s, Maybelline would further expand its line to include

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lipsticks, nail polish and foundation. In 1996, the company was obtained by L'Oreal, USA Inc. from Schering-Plough Corporation.

Products
Since the initial release of Maybelline Cake Mascara, the company's product line has grown significantly. Maybelline now offers consumers an extensive selection of cosmetic products. This includes foundation, concealer, blush, mascara, eyeliner, eye shadow, lipstick, lip liner, lip gloss and nail polish. Maybelline also manufactures a variety of cosmetic tools including brushes, applicators and makeup removers. Maybelline utilizes the latest technology when developing its products. Its products are made to produce effects that will create a specific look. Some products enable women to achieve a certain level of coverage, such as light, medium or full. Some will create a specific finish, such as matte, natural or shimmer. Other products include long-wear, age-minimizing or shine-control features.

Past Breakthroughs
Over the years, Maybelline has created a number of revolutionary cosmetic products. One of the company's earliest breakthrough products---Ultra Lash Mascara---made its debut in the 1960s. Before the 1960s, applying mascara was a somewhat messy process that involved squeezing the pigment out of a tube onto a brush. Maybelline's Ultra Lash Mascara was a progressive new mascara product that enabled the user to

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apply the darkening agent to the applicator brush directly from the tube without the mess. In the following decade, the company made yet another breakthrough. Maybelline released its new Great Lash mascara in 1971. This revolutionary water-based formula delivered a much smoother application than the previous soap and pigment-based mascara. Great Lash mascara remains one of the company's most popular and top selling items.

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MAIN PRINTED ADVERTISING

REVLON - Revlon Photoready Airbrush

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Target Audience
The ad is targeted to women from 20 years to 50 years and women from different ethnic and also skin conditions backgrounds. The target audience for the ad is mainly based on the status, and also the needs of every women to cover the blemishes to look good. And the ethnicity is based on the wide range of foundation colours that able to serve all the women from diffrent ethnicity. Eventhough Emma Stone (the model) is just 23 years old, but she is chosen as spoke perrson to Revlon because of her Classic Grace Kelly looks. And this Classic look is to attract all different age women who searching for skin perfection yet every light in application. The product advertisement promised the audience the easiest and the fatest application, which is really suitted nowdays women whom always on the run and still want to look good and presentable. And this product also able to serve a young lady who just started to use make up and affraid to look like wearing tones of make up.

Advertising Objectives
The objectives of this ad are; To bring the airbrush make up application effect at home To give their customers the experience of light as air make up feel. The users barely feel, they are wearing any make up.

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They also promise to deliver a smooth and poreless look to their customer. This Advertisement objectives is to introduce new make up revolution to their customers. There are so many assumptions or discussions on foundation application. Some say it is not good to wear foundation every day. It will clog your pore but for professional make up artist it is good to benefit in the small amount of foundation, because it will make the user's skin looks flawless. But still most women want a foundation to do its job in the lightest way possible. In other words---they don't want to feel it's sitting on top of their skin, and they want it to look as invisible as a makeup can. This is where Revlon's new PhotoReady Airbrush Mousse Foundation comes in. It promises to feel as 'light as air.' and deliver a 'smooth, poreless look.'

Advertising Message
The product tagline is The Revolution Weightless Foam Foundation. From the advertisement we can see how Revlon wants to change the negative perception on foundation such as hassle application, clog pores or even noticeable make up application. It is stated in the advertisement, how easy the application, just press the pump gently to release a lightweight air-infused foam mousse that supposedly blends seamlessly. It's got a 'whipped texture' for easy blending.

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There are wide range of colours available for different ethnic.

MAYBELLINE - Maybelline Dream Nude Airfoam

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Target Audience
The ad is targeted to women from 15 years to 35 years. The advertisement target audience is mainly based on young lady lifestyle, and it is also target women from around the world with different ethnicity. The product is offering wide range of foundations colours for every women need. The ad also targeting young women who believe the make up application is not for changing their natural features but the make up application is enchance the beauty that they already have. Maybelline popular with economical price yet modern and products, and this is one of the reason why young women or teenagers who started to learn about make up will choose their company products. Since they have so many range of products to choose.

Advertising Objectives
The objectives of this ad are; To introduce Ultra-lightweight foundation compare their other make up line To introduce their new unique formula's aerated pigments. To ask the users to experience their instant 100% nude perfection effect. From the advertisement, we know this product is target for urban young women. Life in city is full of humidity and hectic everyday activities, therefore this product is introduced

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to be part of their everyday life. This product also contain with SPF to protect the users' skin from the sun. And the best part of all this advertisement wants to introduce the product that feels like the user on skin.

Advertising Message

As we know Maybelline has adopted the tagline May be she's born with it, May be it's Maybelli ne for along time. This tagline shows us how the Maybelline products are not to change women features to be someone else but to enhance the natural beauty that they already have. From the advertisement, I can assume that Maybelline wants to introduce new product that can be used everyday because of the product texture is very light yet it still gives good coverage. This product also available for other ethnicity since it has 12 shades of foundation to fit in all the women need.

Writer's View on The Mai in Advertisement Effectiveness

From my point of view, Revlon printed advertisement is mainly about personal experience. From the advertisement, we can see how light and natural the make up looks on the model face yet it gives a good coverage to cover the blemishes.

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I would buy the product even through this advertisement, it because the message from the advertisement gives me the whole idea of lightweight make up, with just simple and easy application. Plus it offers you the Airbrush make up effect. The Airbrush make up effect really something that every women dream of, it is because the airbrush make up will give the barely there feels make up, it looks natural and long lasting.

Revlon advertisement positioning always been in Women Popular Magazines such as Women Weekly, Elle, Cleo, Bazaar and etc. And most of the time will get 1-2 page full spread of advertisement. With this size of advertisement, Revlon able to capture their target audience attention better. Revlon already dropped off international supermodels to be their spoke person for their advertisements. As per stated above since their successful campaign, they started using most iconic celebrities such as actresses. For this campaign Revlon introduced 2 actresses, Emma Stone and also Olivia Wilde. I believe the popularity if the actresses will give better benefit to their product, since both of them are beautiful ladies too.

Suggestions on Main Advertisement Improvement

My suggestions for the improvement would the message of the advertisement. For some one like me who is fully aware or well equipped with the make up knowledge, I'll understand the message of this advertisement. But it lead different understanding for someone who just started to learn about make up.

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The advertisement message mus be clear on how the revolution that they promised will change their perception about foundation. May be they can use feather to show the lightness of the foundation. Or may be Revlon can use a spray concept to show the airbrush effect that announce through this advertisement.

Conclusion
From both advertisements, I can conclude the cosmetics company will do my research to serve their customers' need. And through the advertisements they introduced their new product with their different or unique way to capture their target audience to use their product. Revlon using actresses to be their spoke persons to show status, and Maybelline is using young women or teenagers to become their to spoke person just to show lifestyle. With different approach they will be focusing different segmentation. of target market.

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References
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Http://www.revlon.com http://www.icmrindia.org/Short%20Case %20Studies/International%20Marketing/CLIM030.htm

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http://en.wikipedia.org/wiki/Revlon http://www.answers.com/topic/revlon-inc http://www.maybelline.com/ http://en.wikipedia.org/wiki/Maybelline http://www.makeupalley.com/product/showreview.asp/ItemId =149286/Dream-Nude-AirfoamFoundation/Maybelline/Foundations

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http://www.musingsofamuse.com/2012/03/maybellinedream-nude-airfoam-air-infused-foundation-reviewswatches.html

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