Marketing Issues: STP & 4Ps Analysis

Segmentation, Targeting, and Positioning (STP)

Revlon has clearly positioned itself as a **"mass-market beauty brand"** since leaving department stores in 1985 (p. 1, History). Its target customer is the everyday consumer shopping at mass merchandisers like Walmart and CVS. Its positioning is built on the promise of "Glamour, Excitement and Innovation through high-quality products at affordable prices" (p. 1, Vision/Mission).

Perceptual Map: Cosmetics Market

This map illustrates Revlon's positioning relative to key competitors. It successfully occupies the mass-market space but faces intense competition and is perceived as lower quality than prestige brands like Estee Lauder.

Prestige / Luxury Mass-Market Niche / Department Store Global Mass Retail

L'Oreal

Estee Lauder

Revlon

Analysis of the Marketing Mix (4Ps)

Product: Revlon has a very broad product portfolio, including "color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant deodorants and beauty care products" (p. 1, Vision/Mission). While diverse, this may dilute its focus compared to more specialized competitors.
Price: The core of its strategy is offering products at "affordable prices." This is a key differentiator from prestige brands like Estee Lauder but puts it in direct competition with giants like L'Oreal and P&G.
Place (Distribution): Revlon's strength is its extensive presence in mass-market channels. "56 percent of all Revlon sales in the United States were derived from mass merchandisers" such as Walmart, CVS, and Target (p. 2, para. 3).
Promotion: The company relies heavily on high-profile celebrity endorsements (Halle Berry, Emma Stone) and recently launched its first global campaign in over a decade, "Love is On," to create a unified brand message (p. 2, para. 3).

Marketing Recommendations

Defend the Mass-Market Position: Revlon should double down on its strength by using its R&D to launch innovative products specifically for the mass channel that offer "prestige quality at an affordable price" to combat declining brand loyalty.
Expand into Men's Grooming: Launch a dedicated men's skincare and grooming line under the Revlon or a new sub-brand to capitalize on this identified growth opportunity (p. 8, para. 1). This leverages its existing R&D and mass-market distribution strengths.
Increase Digital Marketing Spend: While the "Love is On" campaign is a good start, the company must increase its digital presence to compete with rivals and combat the "no makeup" trend by promoting self-expression and confidence.