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The Lipstick Conundrum

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by

Manon Bruynel

on 23 October 2013

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Transcript of The Lipstick Conundrum

The Lipstick Conundrum
Revlon
Natio
Features
Produces high quality lipsticks

Bold colours and attractive packaging

Maturity stage

Attract fashion conscious women
Recommendations
M.A.C
Nature Nutures Best
Product Offering
Expected
Wide range of colours
Attractive packaging
Core
Beautifying lips
Augmented
M.A.C
M.A.C ProLongwear
New edition for every season
Revlon
Lead free lipsticks
Endorses many celebrities
Natio
Completely plant based lipsticks
Potential
Make all the lipsticks lead-free
Have healing effect that could cure cracked lips or blisters
Branding

Revlon
What differentiates Revlon...
Involvement in Charity Events
Revlon Raising Awareness
of Breast Cancer
M.A.C’s word of mouth promotional strateg
y
What differentiates M.A.C...
Famous celebrities wear and model
M.A.C in the public eye
Consumer Behaviour
1. Need/Want Recognition
2. Information
Search
3. Evaluation Of Options
4. Purchase
5. Post Purchase Evaluation
Positioning
Edgy
Fashionable
Stylish
Average
Simple
Everyday wear
Luxury
Natural
Accessible
Natio
What differentiates Natio...
100% plant based products
No animal testing
Everyday Wear Lipstick

Affordable

Mass Market-target audience

Practical and stylish

Well-known for endorsing
celebrities

Maturity stage

Fund raise for charity
e.g. Breast Cancer Foundation
Features
Plant based brand
Target audience: health conscious women
Brand is at the maturity stage but lipstick is still in the introduction
Features
Problems
Solutions
Referral incentive
Sponsor events
Endorsement of celebrities
Free samples
Loyalty programs
Lack of differentiation
Minimal advertisements
Poor communication and brand awareness
Increase innovation
Communication
Revlon
The everywoman
M.A.C
Feedback: Purchase Decision
Natio
Health Conscious
Natural Product seekers
Facebook page
Website
Limited Print adverts
Facebook Page
Magazine Print
Billboards
TV and Internet Advertisements
Fashion Event Sponsorship
Word of Mouth - Brand hype
Some Print and visual advertising
Website
Professional Makeup artists, Fashion conscious women
Feedback: Purchase Decision
DECODING
DECODING
DECODING
Feedback: Purchase Decision
Full transcript