revlon brand experiences - bic class project

Metastory Framework& Brand ExperiencesPrepared by Alex Suazo – Spring 2014CCNY Branding & Integrated Communications MA StudentBrand Experience Class Project – Final PresentationProfessor Dee Solomon

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PARTICIPANTS

Women without an affinity to any cosmetic brand, interested in feeling

and looking more modern and glamorous. Other participants include drug-store retailers that sell Revlon; bloggers/editors that use, review;

and endorse Revlon; and spokespeople

that model for Revlon.

PROTAGONIST

Revlon is a global cosmetics company dedicated to affordable products and classic American glamour. Overtime, Revlon has lost its distinction within

the industry.

To regain its place as a leader, Revlon needs to differentiate itself in the

drugstore aisle and contemporize the meaning of glamour.

STAGE

Women are overwhelmed by big box retailers and drugstores that are

overcrowded with cosmetic options; retailers like Sephora provide a

remedy by allowing for an organized trial-based immersive experience

which puts Revlon and direct competitors in drugstores at a major

disadvantage.

QUEST

To be the most contemporary form of glamour by encouraging women to

embrace and express their authentic beauty

freely and with confidence.

BIC | BRAND EXPERIENCE | ALEX SUAZO

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Metastory & ActionsRevlon pioneers an iconic American spirit. We create the tools that inspire women to be fearless, confident, and dare to express their authentic beauty.

To do this we will:

1. Empower our participants to express their authentic beauty with Revlon by encouraging and mentoring women as they create, or recreate, their image in the workplace;

2. Motivate our participants to have a more daring spirit by providing them a free and spontaneous makeup consult service on an accessible and mobile Revlon truck;

3. Drive our participants to be confident and fearless about their beauty and cosmetic purchases by providing trial and loyalty to Revlon before they visit the drugstore.

PHYSICAL

DIGITAL

REVENUE


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BRAND EXPERIENCES

REVLONIMAGETRAINING

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Physical ExperienceRevlon Image Training | ObjectiveIn order to inspire our participants to be confident, pre and post career, Revlon will take a stand in the “lean in” movement encouraging and mentoring women as they create, or recreate, their image in the workplace.

• Revlon will team up with women like Sheryl Sandberg and Arianna Huffington, and organizations like Advertising Women of New York, to truly empower women on a large scale. Image training can be provided 1-to-1 or open seminars, as well as corporate training, on topics including personal and professional development, presentation skills, excellence through appearance or image, and more.

• Because Revlon is first and foremost a cosmetics company, and our image training focuses on excellence through appearance and putting your ‘best face forward’, we will also partner with Forbes’ Best Places to Work. These partnerships will create morning Style Suites for female employees managed by Revlon stylists and makeup artists available for consulting.


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Physical ExperienceRevlon Image Training | Participant Benefits

Women will feel supported and part of a larger network/community/organization that empowers them and gives them the opportunity to achieve their goals whether it’s opening a business or becoming a VP.

Revlon Image Training evokes a message of caring and supporting our participants and their personal development, not just product sales.


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Physical ExperienceRevlon Image Training | Measuring Success• Media Impressions: Working with VIP women in

the business world, as well as major women’s organizations and top ranked companies, media is bound to pick up on Revlon’s Image Training program.– PR media impressions– Social media

• Surveys: Surveying women before and after trainings/seminars. Gauge their confidence levels as well as their perceived image and how that reflects in the workplace before and after.


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THE #REVLONTRUCK

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Digital ExperienceThe #RevlonTruck | ObjectiveCosmetics are about trial. Fearless trial. However, trial is difficult though via digital platforms and sealed packaging in the drugstore. Like our metastory conveys, we want to encourage our participants to be daring. What if they could jump on a Revlon truck midday and get a consult on a new lipstick or eye shadow?

While this is a physical experience, the digital tactics that make it happen are executed before and after the participants jump aboard because the #RevlonTruck’s destination is crowd-sourced on Twitter prior to its arrival.

• Digital and social content will drive women to tweet @Revlon with the location where they’d love the Revlon Truck to stop by; maybe even come up to the office if it’s a large group of ladies. The truck will drive out to locations based on a prioritized list of locations by volume of tweets for that location.

• The branded Revlon Truck will have clear Lucite siding to encourage onlooker curiosity. While the truck cannot accommodate everyone at once, appointments can be made for later on that day, or week contingent on the amount of time the truck will be in that area, via iPad/registration; they can also tweet from their accounts about their appointment with the #revlontruck hashtag.

• Makeup consultants will encourage participants to take before and after photos and upload them to Instagram with #revlontruck. All before and after pics will be uploaded to a blog/hub that “Follows the Revlon Truck “on its journey to inspire women to be fearless and daring”.

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Digital ExperienceThe #RevlonTruck | Participant Benefits

Women will feel that Revlon is actually inspiring them to be more fearless by simply daring to jump on a truck and get consult on a new lip or eye shadow shade; to leave work as one woman and go back in as another new, more confident, woman.


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Digital ExperienceThe #RevlonTruck| Measuring Success• Tweets: since the truck’s location is crowd-

sourced, the tweets and hashtag are very important – impressions of both will be monitored.

• Instagram #selfie uploads and hashtag impressions, and new followers.

• Sales via truck; after consults and potential makeovers, similar to Apple’s easy check out experience, participants can very easily place their order on an iPad, swipe, and have it delivered to their home in a couple of days.

• Media and Beauty Blogger Impressions: similar to any food truck, or experiential moving truck-brand experience, many media channels post/video/upload about it. Beauty bloggers will also be invited for exclusive tours and free product to entice conversation.


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REVLON SUBSCRIPTION SERVICE

Box

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Direct Revenue ExperienceThe RevBox| ObjectiveSubscription based services are a tried and true marketing tactic for maintaining long-time loyal customers and introducing soon-to-be loyal customers. The “RevBox”, Revlon’s play on BirchBox, will be a new approach to build a loyalty base of participants that are truly inspired to be daring with cosmetics and their authentic beauty as we’ve mentioned in the metastory.

• Via social media, the brand website, SEO, digital and mobile advertising, interested participants will subscribe for $10/month service. A simple profile build (first name, last name, eye color, hair color, skin color) and the participant will be set for a monthly mailing of 2-3 Revlon products to enjoy, test, and share with friends – traditionally and socially (Facebook, Twitter, Instagram, Youtube (for the beauty vlogger novices and veterans).

• To entice subscriptions, Revlon will offer a BOGO or free product coupon upon sign-up available to use where ever Revlon is sold. Participants will be encouraged to tweet/post about their new RevBox from the sign-up page too.


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Direct Revenue ExperienceThe RevBox | Participant BenefitsParticipants will feel exclusive and build an affinity to Revlon products in the comfort of their home.

No more guessing at products in the aisle. Participants will know exactly what they want and need based on what they’ve tested in their RevBox.

This approach also allows participants to be bolder and more daring by trying new products and colors without the barrier of sealed products in-store.


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Direct Revenue ExperienceThe RevBox | Measuring Success

• Number of RevBox subscriptions and direct revenue from recurring payment plans

• Number of coupon redemptions• Number of recurring subscriptions

(participants that don’t cancel)• Number of referred subscriptions

(participants can be rewarded for referring friends)

• Tweets/posts #RevBox impressions (when their RevBox comes in/testing products)

• Media and Beauty Blogger Impressions (Beauty bloggers/media will be given free subscriptions to entice media coverage of the new program)

REVBOX


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THANK YOU.

revlon brand experiences - bic class project

Marketing