Solving the marketing problems of Revlon based on SWOT analysis

Abstract

With the development of the cosmetics market, cosmetics have become one of the leading lifestyle products consumed by women. Some cosmetic companies have grown along the way, while others have stayed out of sight. In this study, Revlon, as a cosmetic company once sought after by women, the reasons for its failure deserve to be examined. Therefore, this study takes the market research and SWOT analysis, and the result indicates that the marketing strategy of Revlon was one of the main reasons for its bankruptcy. The advantage of Revlon is that it has visibility and fame, and the disadvantage is that the original marketing strategy gives people the impression of being antiquated. The popularity of the Internet and the increase in consumption level give Revlon more opportunities to reform, but the strong competition brings threats simultaneously. In response to Revlon's current situation, some marketing suggestions were provided--Change the market positioning, packaging, and sales approach to launch new products.