Revlon had been perceived as a mass-market brand that lacked a premium image amongst women. The President, Kathy Dwyer, was aggressively pursuing strategies to elevate their brand personality, maximize synergies, and compete head-to-head against department store brands.
Through the use of Summitry's HONEYCOMB℠ Behavioral Competitive Structure across the Eye, Lip, Face, Nail, and Skin categories, we were able to identify strategies to maximize Revlon's brand synergy.
The "Revolutionary" campaign was validated through Summitry's work in closing the "gap" between L'Oreal and department store brands. The campaign struck a chord with women and led to an increased penetration amongst this elusive target.