{"id":25365,"date":"2024-01-11T11:39:01","date_gmt":"2024-01-11T11:39:01","guid":{"rendered":"https:\/\/www.revuze.it\/blog\/?p=25365"},"modified":"2024-01-11T12:51:57","modified_gmt":"2024-01-11T12:51:57","slug":"dont-make-up-your-brand-positioning-uncover-the-face-of-beauty-brands","status":"publish","type":"post","link":"https:\/\/www.revuze.it\/blog\/dont-make-up-your-brand-positioning-uncover-the-face-of-beauty-brands\/","title":{"rendered":"Don’t Make Up Your Brand Positioning: Uncover the Face of Beauty Brands"},"content":{"rendered":"
Revlon is a well-known cosmetics brand that\u2019s been around since 1932 when it launched its first nail polish. Since then, it\u2019s been a trailblazer in the cosmetics industry.\u00a0<\/span><\/p>\n Given its venerated history, I looked at their <\/span>website<\/span><\/a> to try to understand the company\u2019s brand positioning:<\/span><\/p>\n \u201cRevlon 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.\u201d<\/span> Despite Revlon\u2019s success, the company recently emerged from <\/span>Chapter 11<\/span><\/a>. How does that impact the way the brand is perceived by consumers?<\/span><\/p>\n 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.<\/span><\/p>\n When we look at cosmetics brands, Revlon\u2019s consumer sentiment is slightly higher than the industry average, surpassing IT Cosmetics, L\u2019Or\u00e9al, Cover Girl, NYX, and Maybelline.\u00a0<\/span><\/p>\n 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 Lanc\u00f4me.\u00a0<\/span><\/p>\n <\/a><\/p>\n Upon reviewing their Best and Worst product offerings from the past three years, we see that is dominated by mascara and other eye products.<\/span><\/p>\n <\/a><\/p>\n According to <\/span>Media Radar<\/span><\/a>, Revlon spends under $100M in advertising which includes print, television, and online ads.<\/span><\/p>\n Their <\/span>Amazon store<\/span><\/a> puts forth a banner with the slogan: \u201cLive Boldly\u201d. The statement is enhanced by the rich red background. It\u2019s very reminiscent of Revlon\u2019s original brand positioning that puts an emphasis on color.\u00a0<\/span><\/p>\n
\n<\/span><\/p><\/blockquote>\nA Closer Look at Revlon Brand Cosmetics<\/span><\/h2>\n
Revlon Today<\/span><\/h2>\n