Revlon's Promotional Activities*



Mini Case Code : CLIM030
Publication date : 2005
Subject : International Marketing
Industry : Beauty and Personal Care
Length : 04 Pages
Price : Rs. 100

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Key words:

Revlon Inc. (Revlon), cosmetics, skin care, fragrance, personal care companies, advertising, print ad, beauty products segment, celebrity endorsements, print and electronic media, online marketing campaign, Internet, integrated promotional program, promotional campaigns, social responsibility activities, corporate image


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The caselet looks at the various promotional activities taken up by Revlon, a popular cosmetics company, since its inception. It focuses on the various innovative strategies that the company adopted over the years to formulate effective communication strategies for its products. It also touches on how the company used the print and electronic media in its promotional strategy.


Revlon's integrated promotion program
Involvement of celebrity endorsements to improve sales
Social responsibility measures as a part of promotional campaign
Internet as a tool to enhance the effectiveness of promotional campaigns


Revlon Inc. (Revlon), the New York-based public company with operations in around 175 countries, is one of the leading cosmetics, skin care, fragrance, and personal care companies.

Revlon was founded by Charles Revson (Charles) and his brother Joseph Revson (Joseph) together with Charles Lachman (Lachman), a chemist, in 1932.

The company's name was derived from a combination of the names of Revson and Lachman...

Questions for Discussion:

1. Discuss Revlon's advertising strategy. How did the company incorporate the Internet into its promotional campaigns?

2. Comment on the merits and demerits of the following: Revlon adopting the strategy of celebrity endorsements; Revlon taking up social responsibility and participating in various social causes.