Choshun: Brand Culture--the story of Revlon

Choshun: Brand Culture--the story of Revlon

Li Bai has a in front of the face of Tang emperor to the Qing Rougan, the Yang to depict the appearance if the angel. The poem reads:
The clouds want to spend their clothes,
The Spring Breeze Revlon the sill.
If you don't see the Jade Hill,
Will come to Yao Tai Moon.
When Revlon entered China, he translated his name into the "Revlon" in Li Bai's poem, and suddenly narrowed the distance between China and the Chinese consumer.
In 1932, Revlon company was founded in New York, the founder is Charles Lang, Joseph Lang Xun Brothers and chemists Charles Rongman. They jointly invented a special production technology, that is, pigment replacement dyes made of brightly coloured opaque nails, and the deployment of unprecedented colors. The successful invention immediately aroused great repercussions, and brought beauty and surprise to the women at that time.
One day in 1939, Charles Lang in a fancy restaurant, inadvertently seeing a woman wiping her mouth with a napkin and noticing the contrast between her nail polish and lipstick, he immediately had the idea of producing a series of lipstick that matched the color of the nail polish. By matching lipstick with nail polish, this groundbreaking fashion concept has allowed Revlon to grow millions of dollars in assets in just a few years. Today, the company sells $ more than 1 billion of cosmetics, skincare products and incense every year. A variety of successful perfume products made Revlon the first in the $4 billion fragrance market.
Revlon knows that selling perfume is far from selling perfume itself, and it sells an aromatic scent that brings charm to women. It is always good at catering to women's pursuit of fashion and trendy consumption characteristics. When designing each new perfume, it is always the first to investigate women's changing values, ideals, and new perfume concepts that are compatible with lifestyle. When Revlon found a promising new concept, it began to name a scent that was consistent with the idea, and the scent was just the last part of the development.
In the early 1970s, the survey showed that women were more competitive than men and were trying to find and show their personalities. In response to this characteristic of women, Revlon developed "Charlie", the first "lifestyle" perfume, and thousands of women used Charlie as a courageous declaration of independence, so it quickly became a popular perfume. In the late 70, the Revlon survey found that women's attitudes were changing-women had achieved equality, and that was what Charlie had to show. Women are now eager to embody a feminine flavour. The girls who use the search for perfume have grown up and now want a perfume that produces fantasy. As a result, Revlon subtly changed Charlie's market position: The perfume is still the "independent Way of life" declaration, but slightly added a little "feminine and romantic" sentiment. Revlon developed a perfume for women of the 80--jontue, whose market position is based on romantic themes. By the 90 's, Revlon's target market was "all can do, but clearly know what they want to do" women. Through continuous innovation and development, Charlie is still the most popular perfume on the mass market.
The name of perfume often embodies the characteristics of the product and is an integral part of the brand. Revlon uses names such as Charlie, Iris Jong Shu (Fleur de Jontue), Sierra (Ciara), Villains (scoundrel), guessing (guess) and never forget (unforgettable) to shape the image that will support the market positioning of each perfume. One of the perfumes is called "achiever" (Ajee), which means "women's power", specifically for the American Black Women's market. Other competitors ' perfume names are fascinating (obsession), Passion (Passion), non-forbidden (uninhibited), ambition (Wildheart), Opium (Opium), Joy (Joy), Beauty (Beautiful), White Flax (White-linen), Morning Dew (Youth Dew), Eternity (eternity), etc. These names all indicate that perfume brings people not only the fragrance of smell, but also a strong cultural atmosphere.
Revlon Perfume Packaging is also unique personality, full of temptation. For consumers, bottles and boxes are the most authentic symbols of perfume and its image. Perfume bottles should be comfortable, easy to use, and can be impressed when displayed in a store. Above all, it must support the concept and image of perfume.
So when every woman buys a perfume, she buys more than just an aromatic liquid. The name, smell, packaging, commitment, and the manufacturers and sellers of perfumes all have become part of the perfume product. So when Revlon sells perfume, it sells tangible goods as well as advocates a fashion, a mood, a way of life, a dream, a memory of hope and emotion. These are its brand culture.

Choshun: Brand Culture--the story of Revlon