Revlon Kabuki Brush Premium Quality

By Irene Myers Lavant

 Revlon Consumer Products Corporation
(Revlon) is a company known worldwide as
a leader in cosmetics and personal beauty
products. As the world moves toward
adopting principles of sustainability, the
question presents itself: How can Revlon
adapt these principles to their premium
quality Kabuki brushes?
Revlon  Kabuki Brush Premium Quality

Revlon, a company
known for
producing quality
cosmetics, offers
its premium
quality Kabuki
brushes.
key elements

Many factors come

together to
influence the
design of Revlon’s
Premium Quality
Kabuki brushes.
 Materials

Revlon’s  Premium
Quality Kabuki Brushes
contain the finest
Angora goat hairs and
natural wood . Both
materials prove to be
sustainable resources
due to the way Revlon
obtains these materials.
 Features: Design Elements

Soft, natural
bristles
Natural wood
Ergonomic
handle
Germ and
mold-free
Sustainable
materials
Cruelty-free
materials
Built for
strength
 Positive Customer Effect

New excitement in
the product
Positive impact on
environmentally
conscious customers
Improved consumer
safety
Improved comfort
of use
Increased demand
Higher customer
expectation of quality
Customer
willingness to pay for
higher quality
 Negative Customer Effect

Harder to meet
higher demands
Higher demand
increases competitor
offerings
Design creates
patent challenges
Customer
unwillingness to pay
higher prices
Increased critique by
environmentally
conscious consumer
groups
AWARENESS MARKETING
PROMOTIONS
 Notifies the target
audiences about the
Kabuki line.
 Notifies the target
audiences about the
effectiveness of the Kabuki
brushes.
 Notifies the target
audiences about how the
Kabuki line helps them.
CAUSE MARKETING
PROMOTIONS
 Notifies the target
audiences about the
benefits of the Kabuki line.
 Notifies the target
audiences about the
difference in natural and
synthetic fibers and
materials.
 Notifies the target
audience about how the
Kabuki line helps them.
THE COMPETITION REVLON

 Synthetic fibers  Natural fibers

 Synthetic handles
 Outsourced manufacturers
 Foreign suppliers
 Claiming sustainability
 Claiming green initiatives
 Natural wood handles
 National manufacturers
 National suppliers
 Practicing sustainability
 Following green initiatives

Revlon avoids greenwashing by responsibly following current standards of

sustainability, and through the implementation of up-to-date, accepted green
initiatives surrounding the production of the premium quality line of Kabuki
brushes. This keep the company one step ahead of the competition.
Promotion
Designs

Website
Promotional flyers
Print ads
Billboards
Event planning
Logo design
Product samples
Sweepstakes
Give-aways
Radio ads
Interviews
Press Releases
 The Plan

Sustainable distribution
gives Revlon these benefits:
Good for the environment.
Shows Revlon’s environment
commitment to the target audiences.
An increase in sales and customer
loyalty.
An easy and definitive way to make
a difference in the world.
Facility, Warehouse, and Equipment

Revlon needs to make sure

that the facilities, warehouses,
and equipment involved in the
production of the premium
Kabuki brushes meet current
accepted standards of
sustainability.
Packaging

Packaging and
shipping materials
of the Kabuki
brushes needs to be
a consideration as
part of Revlon’s
sustainability and
green planning.
 Means of Transport

Shipping companies like UPS

and FedEx now offer green
distribution alternatives for
companies hoping to further
meet their green initiatives
through the use of hybrid-
electric vehicles , ships with
wind and solar power, and
even planes that operate with
less carbon footprint.
Reducing the Carbon Footprint

Revlon’s use of biofuel

stands as a viable
solution to the
distribution issues
concerning the
sustainability of the
Kabuki brush line.
For organization

The Revlon  Premium Quality Kabuki Brush

line is effective for Revlon because it is made of
a sustainable resource.
For consumer

The Revlon  Premium Quality Kabuki Brush

line is effective for consumers because
Revlon’s use of local goat hair suppliers
support the communities supply and host
their manufacturing facilities.
For environment

The Revlon  Premium Quality Kabuki Brush

line is effective for the environment because
Revlon follows green initiatives in the
production of the brush line, and in the
distribution of the product as well.
 In conclusion, the Revlon Kabuki Brush Premium
Quality line of products proves to be a product that
the Revlon company possesses that stands as a truly
sustainable product. The company holds all the
advantages available to a company with a major
green and sustainable product. It is up to Revlon to
make the most of the various advantages and
initiatives shown in this presentation.
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http://www.smartplanet.com/blog/business-brains/ups-adds-to-hybrid-electric-
fleet-adds-green-shipping-option-for-small-biz-customers/6013

Green Ventures, Inc. (2012). Green Shipping. Retrieved on January 13,

2012 from https://www.greenshipping.com/businesses/benefits

Revlon. (2000). Revlon. Retrieved on December 18, 2011 from

http://www.revlon.com/Revlon-
Home/Products/Brushes/Revlon%20Brushes/Kabuki-Brush-Premium-Quality.aspx

Scarpati, K. (2007-2012). Digital Supply Chain. Retrieved on January 16, 2012 from
http://www.supplychaindigital.com/global_logistics/biofuel-research-could-
benefit-green-supply-chain