Revlon ColorStay Foundation – Network #BBDO

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

     

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