Revlon_Visual Strategy Guide (Student Project)

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VISUAL STRATEGY GUIDE

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VISUAL STRATEGY GUIDE

“I can’t think of any better representation of beauty than someone who is unafraid to be herself.”

—E M M A

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V I S U A L S T R AT E G Y G U I D E

REVLON REBRANDING

In the visual strategy guide, we will look at the Revlon brand’s history and soul. It helps define the voice and new mission statement for our brand. It also will help us to figure out the best ways propel our future brand successfully.

V I S U A L S T R AT E G Y G U I D E

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REVLON REBRANDING

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O1 O2 ORIGINS

The background of Revlon Brand timeline

OUR FUTURE Mission and soul Who we were Who we are Our audience

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OUR COMPETITIONS Current competitors Adjacent competitors Aspirational competitors

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THE BACKGROUND OF REVLON

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THE BACKGROUND OF REVLON

REVLON REBRANDING

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

—CHARLES REVSON

BRAND DESCRIPTION Revlon is 87 years old this year. To understand it is to go back to the founder Charles Revson because the way he founded the position and the brand is what gives it the point of view and the stature it has today. Revlon is an American cosmetics, skincare and fragrance company. Charles and Joseph Revson brothers, with the help of chemist Charles Lachman, created the world’s first rich, glossy opaque nail enamel. The name Revlon was created with the Revson brothers surname by replacing the S for an L in honour of Charles Lachmans involvement.

From its inception, Revlon and Charles Revson encouraged women to express their fabulous femininity. It wasn’t built out of science or a particular kind of woman or look. It was built on the idea that women needed to express themselves.

Revlon’s not only known for featuring models for wide range of age, but also known for making a significant impact by casting the first plus-sized model and first black model during 1992 to land a major cosmetics contract.

V I S U A L S T R AT E G Y G U I D E

S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y

BRAND TIMELINE

Two brothers named Charles and Joseph Revson had an idea to create nail polish using pigments instead of the normal dyes. They believed this would make the polish last longer and would allow for a larger variety of colors.

1932

The company had branched out even further, buying a line of diabetes drugs, sportswear companies and supplement lines.

1950

Charles Revson died. Michel Bergerac became the president of the company.

1973

1930 1970

1940 Revlon slowly began to create new products. They added a selection of manicure tools and nail scissors, and then followed up with a line of lipsticks, also based on their use of pigments rather than dyes.

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Revlon sold off the unsuccessful lines and introduced “Charlie” perfume and several professional skin care products.

1980 Revlon lost ground to Estée Lauder.

BRAND TIMELINE

Revlon became one of the first companies to replace animal tests with alternative safety testing methods.

REVLON REBRANDING

Revlon announced leaving midtown and relocate headquarters to the top the two floors of One New York Plaza.

2014

1989

Seeking Alpha published an article regarding trading anomalies on the Revlon stock; it is under investigation.

2019

2016 Revlon announced to purchase its competitor Elizabeth Arden, Inc. For $870 million.

2011 Revlon acquired Mirage Cosmetics, makers of Sinful Colors nail products.

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MISSION AND SOUL

MISSION AND SOUL

REVLON REBRANDING

NEW MISSION STATEMENT

New Revlon reflects that inner and outer beauty can be discovered in the rich diversity of the world. Women can embrace their self-confidence to explore beauty in positive and enterprising ways.

BRAND SOUL

To help women with diverse backgrounds and cultures to feel confident to express themselves.

V I S U A L S T R AT E G Y G U I D E

REBRANDING OBJECTIVE The one segment we know Revlon appeals to the most is women we call colorful and sophisticated. They’re the largest and the most underserved segment. Women tend to express themselves more, so they wear more makeup in more circumstances and therefore are the least satisfied.

What women want is to feel confident, to express and explore themselves. They need to discover their inner beauty, to enjoy their grace inside out. That’s why the new Revlon will continue to offer women more opportunities and connections to build confidence to help them express themselves in every aspect.

KEY WORDS

Diverse Confident Enterprising

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V I S U A L S T R AT E G Y G U I D E

WHO WE WERE Glamour Dated Beauty Brand grid showcase images to tell stories and give a better and clear sense of the feel and look. The photos are in nine categories that include texture, architecture, object, person, color, animal, activity, chair and drink.

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WHO WE WERE

REVLON REBRANDING

V I S U A L S T R AT E G Y G U I D E

WHO WE ARE Cheerful Bold Successful

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WHO WE ARE

REVLON REBRANDING

AUDIENCE

AUDIENCE

REVLON REBRANDING

Target persona are our ideal prospects and customers that you’re trying to attract with our inbound marketing efforts.

Creating personas helps us to understand our dudience needs, experiences, behaviors and goals.

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S U R I YA S H U H R AT / N AT U R E O F I D E N T I T Y

“When I grow up. I want to be confident like my mother. ” — Z OYA M O R A L E S

ZOYA MORALES / YOUNG TEENAGE GIRL Age 16 High school student San Diego,CA Girls or boys at high school like to label themselves as popular and confident kids, so does Zoya she just started her freshman year in high school.

She likes to shop with her sisters in the mall because her sisters are her shopping advisors.

Zoya likes to explore new things and go on an adventure because she always wants to challenge herself.

She likes to wear a yellow shirt if she can describe her with a color that would yellow.

To Zoya yellow represent boldness and excitement, that’s why when she wear a piece of yellow color on, she feels confident.

Her role model is her mom, Zoya grows up in a single parented family, in front of her children.

Her mother never showed her fear or helpless, and she was always there for her.

And Zoya wishes she can be as confident as her mother when she reaches her mother’s age.

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AUDIENCE

REVLON REBRANDING

SASHA EDWARDS / A YOUNG SOUL Age 66 College student Portland, OR Sasha goes to art college. At her twenty’s she didn’t get changes to go to college.

At art school, she studies fashion. She always has a passion for fashion.

She has two children, and both of them all are already married. And she has two grandchildren which she loves to spend time with them. They make her feel loved.

Sasha loves to go shopping with her daughter, so she gets to share more happy movement with her daughter.

Sasha’s favorite color is red because rend make her feel young and happy.

“I’m still young! ” — SAS H A E DWA R D S

Sasha likes to travel a lot. She wishes to see as many places as she can.

Travel makes her happy, as she said travel makes her young again.

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“Woman needs to be presentable, respectable, serious and straightforward ” —ADELA MUHAMMAD

ADELA MUHAMMAD / A TRUE BELIEVER Age 24 Interior designer Saudi Arabia Adela studied her interior undergraduate degree in the US, and studying interior design has always been her dreams.

Besides spending at school, Adela also like go outdoor to explore, that makes her feel she’s connecting to the natural.

Adela also volunteers as a support teacher for teaching kids art; she like to spending time with kids; they make her happy.

She is a true believer, she believes in God, she believes in herself, and that makes stronger.

Adela loves to wear Hijab, and she’s a true believer. She respects her religion as much as she respects herself.

She thinks a woman needs to be presentable, respectable, serious and straightforward, that’s the kind of woman she describes herself.

Adela’s favorite color is black, to her black is a bold color, and it can always make a statement.

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AUDIENCE

REVLON REBRANDING

KORI WALSH / SINGLE MOM Age 35 Enterpriser Seattle, WA Kori married at an early age to conservative man, so she lived in the suburban area.

She decided to get divorced after 13 years of her marriage because she’s getting tired of the way she lives.

Kori loves flowers, so she bought a boutique in the city to sell flowers.

Doing what she loves to make her happy and alive, so she decided to live the life she always wanted to live.

To Kori pink is the most romantic and delightful color, which also her favorite color.

With a new start after her divorce, Kori is now willing to try everything once, like making new friend, and going out on a date.

Kori not only takes care of herself but also her ten years old daughter Cathy. Now Cathy lives with Kori and goes to the school in the city.

“Doing what I love to do makes me happy and alive.”

— K O F I WA LS H

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“I like to be bold, and crazy.”

—LI HAN

LI HAN / GO GETTER Age 20 College student Denver, CO Li Han majors in sneaker design, she abscessed with sneaker since she was a kid.

Until now, she never owns a single pair of high heels but has lots of sneakers.

People think wearing high heels and fancy dresses, shows the positive side of the women, but to Li, the sneaker will also bring the most confidence when she wears them.

Li likes to go hiking the most. She wants to enjoy the view from the top.

She likes to prepare her meals, and she enjoys the process of make things happen.

Her favorite color is green, she likes natural, and green also make her connected to nature.

Li thinks that study more make her feel confident, the more she knows the wise she can be.

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AUDIENCE

REVLON REBRANDING

MARCO PEREZ / FREE SOUL Age 18 High school student Austin, TX Marco is at his signor year in high school, and his researching on what’s next for him.

He is into tech, computer engineering. He always fascinated by how the world become digitalized.

So he would love to be that part of society.

Marco loves cos-plays, so he always goes the comic cons. with his friends.

Marco loves to dress up as a different character, so he gets to be his favorite character.

Becoming his favorite hero, made him look at thing differently, and he appears more confident.

He plays video games with his friends most of the time so that he can invite his friends over, and they get to spend lots of time together.

Marco’s favorite color is blue. He gives him the imagination and fantasy.

“I get to be who I want to be.”

— MARCO PEREZ

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“I dress up everyday to feel special and confidant.”

—NATASHA PETROV

NATASHA PETROV/ A YOUNG ENTREPRENEUR Age 26 Business woman New York, NY Natasha just started her selling hand made product business on the Etsy, and she wish to be successful one day.

For now, she’s only thinking of doing her business online until she makes some profit, then she can open a store in downtown New York.

Natasha needs to do lots of research to understand how running personal business works; she wishes to build more connections.

Natasha likes to get up early to take a walk in the city, and she wants to get some fresh air to help her with her daily mood.

She loves to go to the coffee shop to work on her stuff every day; she enjoys the city vibes.

Natasha dresses up every day that makes her very refreshing and confident.

She wishes that there is a platform for her to get in touch and build a connection with those who are like her trying run their business on their own so that she can learn and gain more information.

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AUDIENCE

REVLON REBRANDING

“Green is my favorite color, it makes me happy” — ISABELLA ABIMBOLA

ISABELLA ABIMBOLA / AN AMBITIOUS SUPERMODEL Age 30 Supermodel Pretoria, South Africa Isabella is a supermodel, so she travels a lot all over the world for the photoshoots.

Isabella has a hectic scheduled life, and she has very little time to spend with her family.

She wishes she can see her parents more, and she enjoys spending time with them.

Isabella loves rock climbing very much, and she goes to rock climbing five days a week.

She jogs every morning to stay in shapes, not because she is a model she needs to, but also jogging makes her happy and healthy.

She loves to wear green color clothes most of the time because green makes her happy and feel confident.

Isabella goes to ceramic class once a week, she likes to work with ceramic, that makes her feel relaxed and peaceful.

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CURRENT COMPETITORS

C U R R E N T C O M P E T I TO R S

REVLON REBRANDING

Current competitors for Revlon would be makeup and cosmetics tool specialized companies. Makeup or makeup tools help to enhance women’s outer beauty.

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Origins

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Burt’s Bee

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Maybelline

Revlon specializes itself among other makeup brands because Revlon is about helping women with diverse backgrounds and cultures to feel confident to express themselves.

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Mary Kay

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Olay

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L’Oreal

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Shiseido

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Neutrogena

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Covergirl

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Avon

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C U R R E N T C O M P E T I TO R S

REVLON REBRANDING

ORIGINS

L’OREAL

In the late 80s, Origins stood out among those brands excess with its minimal approach to beauty. It harnessed the power of plants to create high performance skincare.

L’Oreal was a small company founded by Eugène Schueller in 1909 had become the number one cosmetic group in the world. And for more than a century, L’Oréal has been involved in the adventure of beauty.

BURT’S BEE

SHISEIDO

Burt’s Bees is an American personal care products company. The company is making products for personal care, health, beauty, and personal hygiene. And its products are distributed globally.

Shiseido was born in Tokyo’s Ginza district known as Japan’s first private Western-style pharmacy in 1872. Arinobu Fukuhara, the company’s founder, had been a chief pharmacist in a navy hospital.

MAYBELLINE

NEUTROGENA

Maybelline New York considers as the number one global cosmetics brand and is available in over 129 countries worldwide. Offering more than 200 products.

Neutrogena was founded in 1930 by Emanuel Stolaroff, and Emanuel originally sold a mild, clear soap under the company name Natone.

It’s a skin care, hair care, and cosmetics brand.

MARY KAY

COVERGIRL

Mary Kay Inc. is an American personal owned multi-level marketing company. For more than 50 years, Mary Kay Inc. has empowered women while changing the world of business.

CoverGirl cosmetics brand is founded in Maryland, United States, by the Noxzema Chemical Company. Procter and Gamble collected it in 1989 and later acquired by Coty, Inc. in 2016.

OLAY

AVON

Olay originated in South Africa as Oil of Olay. it was originally a thick pink liquid which marketed as an anti-aging ‘beauty fluid.’ In the 1970s the range expanded to include all manner of skin care products.

In 1886, David H. McConnell founded the California Perfume Company, which later became Avon, in New York City. McConnell was inspired to recruit women as sales representatives since women had a passion for his products and loved networking with other women.

ADJACENT COMPETITORS

A D JAC E N T C O M P E T I TO R S

Adjacent competitors in here would fit in the type of brands which focus on appearance and diversity, attractive like high end fashion, fitness, jewelery brands, or diverse like car, home accessories brands.

Diverse category, whether it’s fashion brands like Loro Piana, Versace, Barneys Newyork, Lululemon, UUG, or home accessories brands like Muji and Crate&Barrel they all share that each brand proved different products to attractive divergent costumers.

REVLON REBRANDING

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Barneys Newyork

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Tiffany&Co.

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Loro Piana

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Lululemon

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Crate&Barrel

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Hermes

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UUG

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Versace

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Muji

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A D JAC E N T C O M P E T I TO R S

REVLON REBRANDING

BARNEYS NEWYORK

VERSACE

Barneys New York is a luxury specialty retailer renowned for having the most discerning edit from the world’s top designers, including women’s and men’s ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home.

Founded in 1978 in Milan, Gianni Versace S.r.l. is one of the leading international fashion design houses and a symbol of Italian luxury world-wide. It designs, manufactures, distributes and retails fashion and lifestyle products.

TIFFANY&CO.

LORO PIANA

In 1837 New York became the proving ground for 25-year-old Charles Lewis Tiffany and John B. Young, who opened a “stationery and fancy goods” store with a $1,000 advance from Tiffany’s father.

Originally a family-run company, the cashmere connoisseur was bought by the Louis Vuitton Moët Hennessy group (LVMH) in 2013, True luxury involves an uncompromising commitment to quality, regardless of price, that is what Loro Piana has always stood for.

LOUIS VUITTON

LULULEMON

The Louis Vuitton label was founded by Vuitton in 1854 on Rue Neuve des Capucines in Paris, France. Louis Vuitton had observed that the HJ Cave Osilite trunk could be easily stacked.

Founded by Chip Wilson in Vancouver, Canada in 1998, lululemon is a yoga-inspired, technical athletic apparel company for women and men.

UUG

HERMÈS

In 1978, Brian Smith landed in Southern California with a bag of sheepskin boots and hope. He fell in love with the sheepskin experience and was convinced the world would one day share this love.

Thierry Hermès founded the company in 1837 as a harness workshop in Paris. Originally, his intent was to serve the needs of European noblemen by providing saddles, bridles and other leather riding gear.

MUJI

CRATE AND BARREL

Japanese lifestyle brand MUJI was founded in 1980 as a way to resist consumerism and heavily branded goods. MUJI’s extolling a philosophy of functional and minimalist design.

Crate and Barrel is a US-based industry-leading home furnishings and accessories specialty retailer. It is known for high-quality design, excellent value and clear functionality.

ASPIRATIONAL COMPETITORS

A S P I R AT I O N A L C O M P E T I T O R S

REVLON REBRANDING

Aspirational Competitors for rebranded Revlon would be brands that have diverse as foundations develop with educational purposes, like brands windows and Pinterest, etc.

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Nike

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Amazon

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TheNorthFace

Fitness and outdoor fashion Category TheNorthFace, Nike adventure and healthy make us more attractive.

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Windows

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TagHeuer

Career development Category like LinkedIn, they bring people from different background into one platform and help them to promote themselves in the market.

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Intel

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Samsung

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Etsy

Internet services Category Intel and Pinterest, various Internet services, which makes all the different information approachable.

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Pinterest

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LinkedIn

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REVLON REBRANDING

NIKE

INTEL

Nike was founded in 1964 as Blue Ribbon Sports by a track-and-field coach Bill Bowerman and his former student Phil Knight at the University of Oregon. They opened their first retail outlet in 1966 and launched the Nike brand shoe in 1972.

Intel was founded in 1968, and it has changed the world dramatically by invented the microprocessor. The ‘computer on a chip’ that made possible the first handheld calculators and personal computers.

AMAZON

SAMSUNG

Amazon.com, online retailer, manufacturer of electronic book readers, and Web services provider that became the iconic example of electronic commerce.

Samsung started in 1938 as a small trading company located in Su-dong near Daegu city.

Then it become one of the world’s largest producers of electronic devices.

THE NORTH FACE

ETSY

The North Face began as a San Francisco-based climbing equipment retail store, founded in 1966 by Douglas Tompkins and his then-wife, Susie Tompkins. Two years later Kenneth “Hap” Klopp acquired The North Face.

Etsy is the global marketplace for unique and creative goods. It’s home to a universe of individual, extraordinary items, from unique handcrafted pieces to vintage treasures.

WINDOWS

PINTEREST

Microsoft Corporation, leading developer of personal-computer software systems and applications. And it is one of the most powerful and profitable companies in American history.

Pinterest is a mobile application and social media web company. It operates a software system designed to enable discovery of information on the World Wide Web using images, etc.

TAGHEUER

LINKEDIN

TAG Heuer defying as the time-honored conventions of Swiss watchmaking. And it has

LinkedIn is a business and employment-oriented service that operates via websites and mobile

led it to ever higher levels of precision and performance.

apps. It is mainly used for professional networking, including employers posting jobs and job seekers posting their CVs.

“Everyone has inside of her a piece of good news. The good news is that you don’t know how great you can be!”

—A N N E

FRANK

INSTRUCTOR& CLASS INFORMATION Hunter Wimmer GR 604 Nature of Identity

DESIGN TOOLS Adobe Photoshop CC Adobe InDesign CC

DESIGN Suriya Shuhrat 03605924

TYPOGRAPHY Baskerville, Univers LT Std

CITATION Unsplash, Adobe stock, Revlon, Barneys, Versace

This book is a non-commercial project for educational purpose only.

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