THE CHALLENGE
Revlon ColorStay Foundation had lost market share to competitor brands such as Yardley,
Maybelline, Black Opal, NYX and Essence.
- Consumers could not connect emotionally with the Revlon brand anymore.
- They did not see why ColorStay Foundation was different or superior to other brands.
APPROACH
In partnership with Network #BBDO, FR Communications was tasked to conduct some market research in a form of a Vox Pop.
We conducted interviews based on Revlon’s target market of 18-35 year old Millennials , LSM 6 and non users of Revlon (ColorStay) Foundation.
Our interviews were with consumers that are young, dynamic, trend-setting forward and the established young professional seeking quality products whose performance matches their busy lifestyle.
IMPACT
- A clear understanding of the brand perception to the desired target audience
- Insights on how to build a stronger brand position strategy
