[Student Project] Visual strategy guide_Revlon (GR604)

VISUAL STRATEGY GUIDE

REVLON

VISUAL STRATEGY GUIDE

REVLON

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“Love yourself.

It is important to stay positive because beauty comes from the inside out.”

—JENN PROSKE, ACTRESS

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TABLE OF CONTENTS

CHAPTER ONE

WHERE WE WERE 06 08 12 12 12 13

1.1 1.2 1.3 1.4 1.5 1.6

Description & history Timeline & milestones Rebranding objective Future expansion Differentiator / USP Potential for redesign

CHAPTER TWO

WHERE WE’RE GOING 16 20 30 34

2.1 2.2 2.3 2.4

Soul & mission statement Audience Feel & tone Competitors

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CHAPTER ONE

WHERE WE WERE

THE STORY OF REVLON

“In the factory, we make cosmetics. In the drug store, we sell hope.”

—CHARLES REVSON, FOUNDER OF REVLON

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“To me, beauty and makeup and color is like the finishing touch on everything.”

—MARC JACOBS, FASHION DESIGNER

1.1 DESCRIPTION & HISTORY (1932 – PRESENT) Revlon is an American multinational cosmetics, skin care, fragrance, and personal care company.

Revlon was founded in the midst of the Great Depression, 1932, and based in New York City by Charles Revson and his brother Joseph along with a chemist, Charles Lachman, who contributed the “L” in the Revlon name. Starting with a single product—a new type of nail enamel—the three founders pooled their resources and developed a unique manufacturing process.

Using pigments instead of dyes, we developed a variety of new shades of opaque nail enamel.

During World War II, we created makeup and related products for the U.S. Army, which was honored in 1944 with the Army-Navy “E” Award for Excellence. By the end of the war, Revlon was listed as one of America’s top five cosmetic houses.

Known throughout the world for our advertisements featuring glamorous models, Revlon was once considered around the world to be a top brand at the height of fashion. We were also the first cosmetics company to feature an African American model in our ads, and were well known for featuring models with a wide range of ages.

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1.2 TIMELINE & MILESTONES 1930S

1940S

Began its success with opaque long-lasting

Contributed to the war effort by manufacturing

nail enamel sold to beauty salons.

first aid kits and dye markers for the navy.

Began to produce manicure and pedicure tools.

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1950S

1960S

From the glossy magazine pages of the 1950s

In the 1960s Revlon flipped the conversation,

sprung one of the most talked-about beauty

bringing the “American Look” to the rest

campaigns of all time for Revlon’s Fire & Ice™

of the world through advertising featuring

lipstick and nail enamel.

U.S. models.

During a time when exotic foreign actresses, like Brigitte Bardot and Ingrid Bergman,were dominating popular culture, the Revlon campaign showed the American woman that she could be as compelling and glamorous in everyday life as any starlet on the silver screen.

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1970S

1980S

The 1970s ushered in a new wave of feminism.

The 1980s marked a period of transition for

Revlon was there, mirroring women’s progress

the brand, leaving department stores

with the development of new products. The

to become one of the top mass-market beauty

brand added face and eye makeup to its lines.

brands. At the same time, Revlon partnered

In 1973, the brand announced what would become the #1 fragrance in the world: Charlie™. Over 40 years later, the perfume’s youthful sophistication is still sought after by women of all ages.

with some of the world’s most “unforgettable women,” including Iman, Claudia Schiffer, Cindy Crawford and Christy Turlington.

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1990S

2000S

Revlon debuted its ColorStay™ collection

The millennium brought a bold new influence

in the 1990s. Featuring Brand Ambassador

to Revlon when world-renowned makeup

Halle Berry, the line soon became the #1 long

artist Gucci Westman joined as Global Artist

wear brand—and has remained so ever since.

Director through April 2015, pushing the brand on the forefront of trend and fashion.

In 2011, talented and style savvy movie stars Emma Stone and Olivia Wilde joined the long list of inspiring, beautiful women who call themselves Revlon Brand Ambassadors.

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“Revlon recognises that every woman is multifaceted and magnificent in their own way and the expression of individuality is as important to Revlon as it is to me.”

—EMMA STONE, ACTRESS

1.3 REBRANDING OBJECTIVE Revlon not only offers cosmetic products, but also helps women find themselves and get jobs. There is also an organization for them to learn how to be confident, and the organization can help them solve their problems. Women of diverse cultures and backgrounds can work together to reach their goals.

1.4 FUTURE EXPANSION There is great potential for increased focus on women with diverse backgrounds to enhance their inner beauty, and on training to develop their minds, and moreover, to promote diversity and add color to their lives.

1.5 DIFFERENTIATOR / USP Revlon promotes confidence, diversity, and adventurousness of women in their products.

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1.6 POTENTIAL FOR REDESIGN Revlon is a cosmetic brand in the USA as we all know.

Revlon’s first beauty item was nail enamel. From the first item to now, it makes a lot of skin care, fragrance and personal care products. From shifting focus to the growing professional segment, through the acquisition of The Colomer Group in mid-2013, to acquiring U.K. based fragrance company CB Beauty in 2015, Revlon is now focusing on diversifying its portfolio.The business of beauty is about adapting to changing consumer demands via continuous innovation and strategic moves, and Revlon is following this rule. The company launched its affordable product range, including fragrances in the travel retail channel, which is another strategic move to improve revenues. We believe Revlon’s strategy to focus on segments other than the retail color cosmetics space could be key to driving its growth in the future.

Revlon is dedicated to providing equal employment opportunities for all employees without regard to aspects such as race, color, and religion.

Affirmative action will be taken to employ, advance in employment and otherwise treat without discrimination women, minorities, qualified disabled individuals and veterans.

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CHAPTER TWO

WHERE WE’RE GOING

A BRAND NEW EXPRESSION

“A girl should be two things: classy and fabulous.”

—COCO CHANEL, FASHION DESIGNER

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2.1 SOUL & MISSION STATEMENT

SOUL

Enhance women’s beauty, express their diversity and add color to their lives.

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MISSION STATEMENT

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To help women add color to their lives, and enhance their inner and outer beauty to express their individuality and diversity.

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2.2 AUDIENCE The new Revlon focuses more on how to build women’s inner beauty. New Revlon can help women add color to their lives, and enhance their inner and outer beauty to express their individuality and diversity. If women can be confident, intelligent and adventurous, they will be smarter and more independent. Revlon promotes the beauty of all women, opening the way for all women to stand for themselves.

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TRENDY GIRL NAME: CAMILLA HAN AGE: 22 OCCUPATION: COLLEGE STUDENT LOCATION: NEW YORK •

She is a Korean girl, and she focuses on her looks.

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She gets her nails done twice a month because she likes to have beautiful nails.

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She also likes to make up every day and goes to a spa once a week.

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She likes interesting ideas such as wearing clothes that women like but men hate.

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She knows how to achieve the best facial shot in photos.

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She thinks social media is necessary for success because having a lot of people follow her makes her more confident.

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She reads lots of books because she does not want people to think she is only a superficial person, thinking only of her looks.

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WORKAHOLIC NAME: AMBER ZHANG AGE: 34 OCCUPATION: SECRETARY LOCATION: SAN MATEO •

She is from China, currently working for a company in the USA, and she works for her boss every day.

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She hopes to get permanent residency in the USA, so she works harder than other people in the company.

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She is married, but she doesn’t have children now.

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She has less time to focus on herself because she is busy all the time, even during weekends.

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She takes BART weekdays to go to work in San Francisco because she lives a little far away.

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She sometimes wants to change her life, but she is not confident.

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She wishes to be more beautiful, but she doesn’t know what to do about it.

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She thinks she is a responsible person, taking care of work and home, but she would like the chance to explore more of the world and learn new things.

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BODY CONSCIOUS TEEN NAME: SHELLEY DURAN AGE: 16 OCCUPATION: HIGH SCHOOL STUDENT LOCATION: SALT LAKE CITY •

She gets good grades at school, but she isn’t confident.

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She always hears some boys say she is not beautiful, and she is very upset, so she is not confident in how she looks.

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She is of normal weight for her height, but she sees herself as overweight.

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She doesn’t want to go to parties on weekends because she doesn’t know how to dress and make up.

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She studies hard at school to make her forget her looks.

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She wants to have a good life and more friends, and she doesn’t want to be in a bad mood every day.

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She wants to be more powerful and confident in the future, and she thinks she can change her life.

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TRANSGENDER WOMAN NAME: JESSIE MICHAEL AGE: 28 OCCUPATION: COSMETIC SALES LOCATION: LOS ANGELES •

She was born as a male, but identifies as a female, so sometimes she doesn’t have confidence in her behavior as a woman.

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She is comfortable with her gender identity, and she doesn’t want to think about other people’s opinions, but it is hard for her.

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She likes wearing a dress when she works, and she makes up every day.

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She is good at selling cosmetic products, and that makes her happy.

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She sometimes doesn’t do well as a woman, and people would say she is a little rude.

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She wants someone to love her, and to find her true love.

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She wants to be happier as a woman in the future.

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SINGLE MOM NAME: SHEILA BROWN AGE: 43 OCCUPATION: WRITER LOCATION: SEATTLE •

She divorced her husband due to domestic violence.

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She is quiet, and doesn’t want to talk to people about her troubles.

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Since the divorce, she is still very depressed and cannot feel free from the fear of domestic violence.

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She wants to make more friends and cheer up again.

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She wants to find a psychological counselor for treatment for depression so that she can face life cheerfully in the future.

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She wants to live again like an ordinary woman, being happy and enjoying life every day.

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She often thinks she is not confident and independent, so she cannot manage her life.

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AMBITIOUS WOMAN NAME: NANCY WILLIAMS AGE: 37 OCCUPATION: BANK CLERK LOCATION: ORLANDO •

She is an African-American and she feels she doesn’t have equal opportunities.

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She hasn’t had a really good job up until now, and she isn’t satisfied with her life.

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She wants to get a new job and make her life better than now because she has three children now.

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Sometimes she is upset because she feels some employers don’t want to hire her based on her race.

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She reads lots of books, and she knows a lot, but she cannot use her knowledge in her current job.

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She wants to have a beautiful face that people would like to look at all the time.

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She wants to use make up, but she doesn’t know what kind of color suits her.

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PLAYBOY NAME: DAVE JOHNSON AGE: 31 OCCUPATION: WINE SUPPLIER LOCATION: SAN FRANCISCO •

He is a rich second generation American.

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He never settles down for any relationship.

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He always goes to Las Vegas on weekends to gamble and have fun.

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He buys his girlfriends expensive gifts, but he treats them badly.

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He needs to learn to respect women.

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He never promises anything.

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He takes medication to focus on work.

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ACADEMIC NAME: SUE SMITH AGE: 58 OCCUPATION: PROFESSOR LOCATION: WASHINGTON, D.C. •

She doesn’t use cosmetics because she likes her natural look.

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She is very confident about herself because she is a knowledgeable person.

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She can help people who have problems in their daily lives and that makes her happy.

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She wants to help more students learn more.

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She has two children and a kind husband who makes her very happy.

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She usually does sports every day to keep healthy.

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She cooks because she loves cooking and she thinks home cooked food is clean and healthy.

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2.3 FEEL & TONE

BEFORE

HIGH FASHION ELEGANT GLAMOROUS

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AFTER

ADVENTUROUS DIVERSE CONFIDENT We consider women’s inner and outer beauty. If they have confidence, they will be more exciting and glamorous. They will explore more and come up with new ideas. If women have new ideas, they will do everything independently. They can express themselves smartly in different ways in their lives.

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2.4 COMPETITORS This section is talking about competitors, which including current competitors, adjacent competitors, and aspirational competitors.

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CURRENT COMPETITORS This category shows brands similar to Revlon. They are all cosmetic brands, and they make cosmetics, skin care, and personal care products for women. Some of the brands offer skin care for men.

OPI PRODUCTS O·P·I is an American nail polish manufacturer headquartered in North Hollywood. However, Revlon also makes good nail polish.

NEUTROGENA Neutrogena is an American brand of skin care, hair care, and cosmetics. Neutrogena sells products similar to Revlon’s.

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MAYBELLINE Maybelline LLC is a major American makeup brand sold worldwide, and Revlon is also sold all over the world.

L'ORÉAL L’Oréal S.A. is a French cosmetics company headquartered in Clichy, and Revlon always sells alongside this brand in stores.

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ESTEE LAUDER EstĂŠe Lauder Companies Inc. is an American manufacturer and marketer of prestige skin care, makeup, fragrance and hair care products. It is similar to Revlon.

SHISEIDO Shiseido Company, Limited is a Japanese multinational personal care company, that is a skin care, hair care, cosmetics and fragrance producer. It is one of the oldest cosmetics companies in the world.

This is a bigger company than Revlon.

AVEENO Aveeno is a manufacturer of skin care and hair care products in the United States, and some of their products are similar to Revlon’s.

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MAX FACTOR Max Factor is a popular line of cosmetics, and Revlon compares with this brand in stores.

CLARINS Clarins Group, trading as Clarins, is a French luxury cosmetics company, which manufactures all over the world prestige skin care, cosmetics and fragrances. They sell the same things as Revlon.

EYES LIPS FACE Eyes Lips Face, also known as e.l.f.

Cosmetics, is an international cosmetics brand based in New York City. They sell the same things as Revlon.

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ADJACENT COMPETITORS This category shows brands that do similar, but not exactly the same things as Revlon. They all make products for women, but not cosmetics.

GUESS Clothing retailer known for its house-brand designer jeans, clothing and accessories for men and women. A person who uses Revlon products may buy bags from Guess.

H&M H & M Hennes & Mauritz AB is a Swedish multinational clothing retail company, known for its fast-fashion clothing for men, women, teenagers and children.

People who use Revlon products may buy H&M clothes.

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GNC Holdings Inc. is a Pittsburgh, Pennsylvania-based American commercial enterprise focused on the retail sale of health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products. People who use Revlon products may use GNC products.

GNC

BURT’S BEES, INC. Burt’s Bees is an American maker of products for personal care, health, beauty, and personal hygiene.

It is a little similar to Revlon, but not the same.

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PROCTER & GAMBLE CO. Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company.

People who use Revlon cosmetics may also buy P & G products.

KÉRASTASE KÊrastase is a French international luxury haircare brand, and it focuses on hair care, but Revlon focuses more on cosmetics.

EASYOGA Easyoga, is a strong, consummate, and exceptionally fashionable athletic and LOHAS sport leading brand. People who buy Revlon products may like Easyoga.

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TRESEMMÉ TRESemmé is an American brand of hair care products. It focuses on hair care, but Revlon focuses more on cosmetics. People who use Revlon may buy TRESemmé products.

SUNSILK Sunsilk is a hair care brand produced by the Unilever group, and it focuses on hair care, but Revlon focuses more on cosmetics.

ZARA Zara is a Spanish fashion chain offering on-trend house-brand clothing, shoes and accessories.

People who use Revlon products may buy clothes, bags, and shoes from Zara.

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ASPIRATIONAL COMPETITORS This category shows the brands Revlon would like to be seen in competition with in the future. Revlon can help women enhance their inner and outer beauty, express their diversity and add color to their lives. That’s why Revlon is compared with these brands.

WOMEN IN TECHNOLOGY INTERNATIONAL WITI provides visitors with news, career opportunities, articles and info to empower women through technology. Revlon will have a website that can train women in technology.

MS. FOUNDATION FOR WOMEN The Ms. Foundation for Women is a non-profit organization for women in the United States. It is one of the first and largest women’s funds in the United States and has always had a deep commitment to diversity. Revlon will have an organization like this.

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WOMEN WHO TECH Women Who Tech, a nonprofit organization, to bring together talented and renowned women breaking new ground in technology to transform the world and inspire change. Revlon will have free technology classes online.

WOMEN’S WORLDWIDE WEB Empowering women and girls around the world, through education, microfinance, access to ICTs, e-Mentoring and networking.

Revlon will have an organization like this.

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ZONTA INTERNATIONAL A worldwide organization of executives in business and the professions working together to advance the status of women.

Revlon will have an organization like this.

ADVENTURE LINKS Adventure Links has been a leader in summer camp, team building, outdoor education, and more. Revlon will have an adventure organization.

24 HOUR FITNESS 24 Hour Fitness is the world’s largest privately owned and operated fitness center chain, and third in the number of clubs behind Gold’s Gym and Fitness First of the UK. Revlon will have their own fitness and training in the gym.

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HEALTH PROMOTION ADVOCATES This organization promotes healthy lifestyles with the hope of reducing health risks and preventing chronic disease. Revlon will have an organization like this.

NOONDAY COLLECTION Noonday Collection is a socially responsible business that uses fashion to create meaningful opportunities around the world. Revlon will help women have their own business in the world as well.

WAYFARING RACHEL Wayfaring Rachel features travel, fashion, health, and everything else you need to make your best adventures happen. Women can have their own personal websites, and build their own lifestyles.

Revlon will build their own centers to help women guide their lives in the future.

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REVLON

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SOURCES revlon.com eharmony.com facebook.com hecaribbeancurrent.com letslovelocal.com alexinwanderland.com jujumama.com majalahedugreen.com ubiqus.ie

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COLOPHON

DESIGNER Liqi Rong TYPEFACE Bodoni Franklin Gothic SOFTWARE Adobe Photoshop, Illustrator, InDesign PRINTER Blurb DESIGN CONSULTATION Hunter Wimmer Academy of Art University This bookis a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.