What Revlon Still Hasn't Learned From Vital Radiance

Josh asked me the other day what I thought of the latest news on Revlon’s corporate shake-up in light of the utter failure of the Vital Radiance line of makeup for older women.  According to the Wall Street Journal:

“The Vital Radiance line failed largely because of marketing missteps. For example, it didn't incorporate the well-known Revlon brand name, hired unrecognizable models as spokeswomen and cost more than consumers cared to spend.”

Marketing missteps?  Absolutely.  Making Vital Radiance a part of Revlon’s core brand should have been a requirement.  Having a celebrity spokesmodel probably would have helped, especially given the target market and society’s shift toward this age demographic. 

But thinking that customers wouldn’t spend more money for this product?  Bull***t.  This is exactly the age demographic that has the money to spend and few products that make a difference like Vital Radiance did.  What Revlon (and the media) has ignored is the company’s decision to distribute the product in selective locations, rather than mass distribution through large chains and discount retailers.  Can’t buy it if I can’t find it, now can I?

It’s my hope that with Revlon’s new strategy comes the understanding of how marketing, advertising, and word-of-mouth are changing with the Internet and technological advances.  This blog seems to have been the only outlet for Vital Radiance customers to express their dismay – comments now run in the hundreds – and Revlon completely ignored the outcry.  All you have to do is type “Vital Radiance” into a Google searchbox, and my posts come up directly underneath the Revlon website.

Let this be a lesson to all retailers, some of whom are beginning to understand the importance of reading what bloggers and customers have to say about their company.  Business in America is no longer a top-down, hierarchical structure.  To keep the profits flowing, it’s going to have to be an inside-out, customer-first way of thinking.

Comments

[Jene']

Hi Michele,

God I love you, you tell it like it is!
And they don't even listen...

All My Best,
Jene' Michele

P.S. I'm buying your Soccer Mom ebook now... Goodnight Revlon.

[Yvonne DiVita]

I'm continually amazed at the lack of response from so many businesses focused on women. I totally agree with your assessment, here. Revlon should be calling you...

I remember when this campaign began (I'm a boomer) and I was quite interested in it. But, it disappeared off my radar... because Revlon didn't really (a) think it through, nor did they (b) take the women they were marketing it to, seriously.

Else, we'd have bought it... as you said, if I can't find it, how can I buy it???