Target Market of Lipstick Brands, Revlon and Lancôme
Suppose you are a young, beautiful, and energetic individual who seeks enjoyment and curiosity in trends, fashion, and life. In that case, you have most probably heard about Lancôme Paris and Revlon Inc. cosmetics chains. The brands offer the most prominent and outstanding personal and skincare product species, fragrances, and make-up cosmetics. The French and American brands acquired global popularity in more than 150 countries worldwide because of their latest trendiness and unique values. What is hidden behind these companies’ success stories? Let’s analyze their target markets through the targeting and communication strategies and campaigns the companies applied.
Overall Analysis of lipstick brands markets
Lancôme Paris and Revlon Inc. represent brands that deal with cosmetics manufacturing, starting from nail gel trendy colors and types to deep skincare products for healing some issues. The companies gain demand through rapid developments and changes in the product portfolio and marketing enterprises.
They intensively invest in R&D to always keep the pace of knowing what customers actually need or would like to try. Products are highly responsible for concealing and covering negative facets, contouring and highlighting the natural beauty of a user, and blending to satisfy the needs and live up consumers’ expectations.
Let’s begin with one of the famous marketing campaigns of Revlon.
What is happening nowadays in the world affects absolutely everyone. The Covid-19 Pandemic is a great threat to the globe, which compelled people to stay at home, work from home and go outside only in case of urgent and vital need. People need to admit the new reality and function according to it. This fact also impacts on mood, so there is a lack of motivation to do anything.
This also refers to personal care and make-up because this industry’s target audience thinks there is no need to do everyday make-up by virtue of an online regime. Sometimes, laziness goes beyond so that personal skincare also goes out from the daily routine.
As this influences negatively on every aspect of human development, self-esteem, and way of thinking, Revlon came up with a solution. The company launched a campaign called #ButItHelps and promoted the brand’s followers and consumers to share their personal videos and images with the hashtag, as mentioned earlier.
The campaign is about not going too deep into using make-up cosmetics. Still, a nice color of lipstick, for example, will positively affect the temper and enhance the feeling of belongingness. Physical and mental well-being is strongly interconnected with the factor of a personal sense of vitality.
Communications strategy is another tool to let people know the brand’s identity.
Let’s know more about the slogan of Revlon below.
Revlon Inc. incorporated a new slogan that is called “Love Is On.” The company reveals their new focus on the love aspect that people give so much attention and importance to. They think it is the foremost feeling that unites people because of its inner powerfulness. Love makes people happy and evokes self-confidence, self-esteem, and energy to work harder and more effectively.
Revlon also took the Times Square billboard for representing the #LoveIsOn hashtag with the “Global Love Beacon.” It is another way to compile the attention and emotions of people towards this brand. Love is what we need and what Revlon can offer us through their highly advanced product portfolio.
It’s time to analyze the targeting strategies of Revlon.
To do so, let’s find out what the commercial example below tells us.
The advertisement shows a new type of matte lipstick called Ultra Hyper Matte Lip Mouse. The young, beautiful, and delicate girl with black curly hair is applying the most contemporary lovely shade of red lipstick from Revlon. Here are also displayed other shades and varieties of matte Revlon lipstick that attract such young girls because they are vibrant colors, have creamy control, and stay for the whole day.
The company guarantees not only the alluring color but also advanced quality control. So, who is most interested in these aspects of lipstick? Young, motivated, confident, and life-liking females. This resembles the target audience of Chardonnays.
Who are Chardonnay and what do we know about them?
Values and Beliefs
Chardonnay are vibrant, attractive, and exciting people who are usually yes oriented. They appreciate being different, remarkable, and unique in any event. It is vital to them to be surrounded by their friends and make the moments unforgettable. They are quite open to the world and new things, including environmental and social changes and challenges.
They experience the highest degree of optimism in every field that shapes their identity. The target audience is amiable people who have a large group or even several groups to make frequent team-ups. They are attracted by new, exciting, and vibrant things and people.
As they belong to an open and sociable group of people, their interests in other cultures and further information about the outside world reflect what they tend to know or acquire. They are in the center of the social hub and well informed about everything that is ‘important’ or “a must to know.”
Attitude to Shopping
Chardonnay Girls consider themselves stylish people and think that having a varying style is an essential part of their life. They appreciate quality products and always choose quality above quantity. Luxury brands and stores also attract them; however, they are not many brand-oriented people. For example, they might avoid purchasing a product where is highlighted the brand logo.
Chardonnay Girls are loyal customers; however, they do not hesitate while adding up the list of favorite brands and stores. A newness or a particular ad can engage them if they succeed in capturing those people’s attention immediately.
They consider as noteworthy those that are creative and “really having something to show” advertisements and have a soul behind them, not merely beautiful words and faces, so it is not an easy task to appeal to them. Finally, hanging over shopping malls is something they do much frequently because it is one of their loved pastimes.
Other Interesting Facts About Chardonnays.
- More often, friends and social life succeed in taking their time and energy better than family.
- The only sphere that does not interest them much is environmental issues. This is so because they think they can do or decide nothing there.
- They are impulsive purchasers, which means finance management is not so accurate among this target audience.
Now let’s move on to Lancôme and discuss one of their campaign examples.
The commercial hero was an American actress, Zendaya Coleman, who quoted the new campaign the following: “I am thrilled to be the face of this new Lancôme fragrance. Idôle is a perfume that has meaning.” The new perfume’s meaning was more than profound because it addressed feminism and power coming from that term.
As the advertisement is based on the lady’s graceful and continuous movements with the white, nice horse, we can assume she displays her strength and motivation through the Idole fragrance. It is made to excel femininity and devise a new plan for the users to succeed. The mission of the brand is to accompany women on their way to happiness.
Another important point we need to elaborate on is the communications strategy.
Making people feel happiness is the core initiative and focus of the Lancôme Paris Cosmetics brand. They want to spread the sense of belongingness, love, hospitality, and positivity more than among their loyal customers. T
hey declare happiness and share it as far as possible. Mostly all of the perfume versions are made according to this idea: La Vie Est Belle, which means Life is Beautiful, Trésor in Love, Miracle Secret, and so on. The company aims to motivate people to use the fragrances because each odor is a unique masterpiece and leaves behind much to think, feel, and remember.
It’s time to refer to the targeting strategies of Lancôme Paris.
To do so, here we have a great example of Lancome commercial to watch and make conclusions.
The advertisement shows a joyous scene where a few young and beautiful females represent Lancome’s varying cozy lipsticks’ colors. They send kisses and smiles, mood and vibes to those who have not tried them yet. The emotions they experience gracefully convey to others and promote them not to miss the chance.
We hear modern music and dance under the song, feel the coming mood of party and celebration, light and stream. We witness how beautiful and trendy are the lipsticks and how delicately and joyfully the young ladies put them on and show up. The described features resemble the target segment of Peacocks.
Who are Peacocks, and what do we know about them?
Values and Beliefs
Peacocks are self-focused people who always put their efforts into standing out of the crowd. They want to be noticed, which is apparent from their favorite places they usually go, their clothes, the topics they are interested in, and their related people. Being perceived as confident people who know what they want and how to achieve it is vital to them because it reflects their attractiveness.
However, they sometimes experience inner self-confidence, which is why the outer appearance of high confidence level helps them concentrate. Peacocks hate being failed. They are pro to trying something one more time after each failure because successful people always keep trying. As you noticed, success is essential to them.
Shopping Attitude
Peacocks give much attention and worth to their looks. Going to the gym is a must if their business permits them to do so. Wearing the most outstanding clothes and accessories is another must. They need to be differentiated and original.
Peacocks also appreciate being seen while shopping because the brands and stores one opts for reflects his/her personality. They believe in popular brands and think they suggest the absolute products. Being one of the flashiest, trendy, stylish, and outstanding people is their permanent goal.Peacocks are brand loyal; however, if the brand cannot keep up with the latest changes and challenges, they are not against adding their brands’ list.
They get a lot of inspiration from magazines because they sometimes compare their trendiness to the images presented to them. However, most of them make final decisions on their own. Significant discounts or special offers interest them because they can make a big deal from their favorite stores.
Other Interesting Facts about Peacocks
- The representatives of this target audience hesitate to go somewhere if they might not shine there.
- Peacocks like leading more than obeying.
- Money is the best measurement of success.
To sum up, the article was about Lancôme and Revlon’s target markets, two big representatives of the world’s cosmetics industry. Here we discussed the uniquely applied marketing, targeting, and communications strategies of both companies. We hope this was an interesting post where you gained the points you were most curious about. For more similar blog posts, check out the main page of our website.
