Revlon is a well-known cosmetics brand that’s been around since 1932 when it launched its first nail polish. Since then, it’s been a trailblazer in the cosmetics industry. 

Given its venerated history, I looked at their website to try to understand the company’s brand positioning:

“Revlon has developed a long-standing reputation as a color authority and beauty trendsetter in the world of color cosmetics. Since its breakthrough launch of the first opaque nail enamel in 1932, Revlon has provided consumers with high quality product innovation, performance and sophisticated glamor.”

Despite Revlon’s success, the company recently emerged from Chapter 11. How does that impact the way the brand is perceived by consumers?

This blog will explore online review analytics and the different ways the voice of verified buyers can help a beauty brand enhance its brand positioning. For our example, we will focus on the Revlon brand.

A Closer Look at Revlon Brand Cosmetics

When we look at cosmetics brands, Revlon’s consumer sentiment is slightly higher than the industry average, surpassing IT Cosmetics, L’Oréal, Cover Girl, NYX, and Maybelline. 

Revlon is primarily a drug store cosmetics brand but is still successful in holding its own against other powerhouses. Their share of discussion is 110,281 reviews, exceeding Sally Hansen, MAC, and Lancôme. 

Upon reviewing their Best and Worst product offerings from the past three years, we see that is dominated by mascara and other eye products.

Revlon Today

According to Media Radar, Revlon spends under $100M in advertising which includes print, television, and online ads.

Their Amazon store puts forth a banner with the slogan: “Live Boldly”. The statement is enhanced by the rich red background. It’s very reminiscent of Revlon’s original brand positioning that puts an emphasis on color. 

The strong red color recurs in all the Revlon ads this year, underscoring their bold slogan. Further messaging for the brand is meant to empower consumers.

Here are some examples of how the theme was carried through:

This year, Revlon also launched a new lipstick line, Color Stay Suede Ink Lipstick. The robust red color recurs in the commercial. When looking at the Best and Worst products for this year, it appears on the top five list for the best products and twice on the in between list.

Revlon and the Voice of Verified Buyers

When looking at the SWOT analysis from the last 12 months, we see the “Color” topic is nowhere to be found. Again,  “Color” has been at the forefront of Revlon’s positioning. 

Instead, what we find is in the Strengths quadrant is “Texture”, “Makeup Setting”, and “Long Lasting”. The latter attribute is prevalent in the commercials for Revlon’s new lipstick line. 

When we zoom in on the Opportunities quadrant, we see that for the most part, Revlon’s brand positioning doesn’t touch on any of these topics. How much more impactful could Revlon’s campaign be if these topics were incorporated into the brand positioning.

It clearly demonstrates the disparity between what Revlon thinks about the brand and what consumers think about it. As Revlon turns over a new leaf, it’s more important than ever to listen to the voice of verified buyers who live and breathe their brand.

Conclusion

Revlon continues to navigate the evolving landscape of beauty brands with its rich history and pioneering spirit in the cosmetics industry. Despite emerging from Chapter 11, its resilient brand positioning, which emphasizes color and boldness, remains a cornerstone of its identity. However, insights garnered from online review analytics and the SWOT analysis reveal a disconnect between Revlon’s self-perception and the consumer’s voice. The strengths lie in attributes like texture, makeup setting, and longevity, particularly evident in their new lipstick line. This discrepancy highlights an opportunity for Revlon to realign its branding strategy more closely with consumer preferences. As the company moves forward, leveraging the insights from verified buyers could be instrumental in refining and enhancing its brand positioning. This approach not only respects Revlon’s storied legacy but also ensures its relevance and resonance in the ever-changing beauty market. By bridging the gap between brand perception and consumer expectations, Revlon can continue to thrive as a beloved and innovative leader in the cosmetics industry. Learn more about how Revuze can strengthen your brand’s positioning by clicking here.

Florence Broder