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High Ticket Marketing - Revealed - 6 Ultimate Steps to Super
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After the war, as the country aspired to fresher, more luxuriant consumer product offerings, Chen Yu had continued to treat their products as commodities. The brand continued to offer functional, value oriented, but not cutting edge, fashion forward product that inspired female consumers. After years of sacrifice women felt a little glamour was in order.
Charles Revson instinctively recognized this. As Chen Yu stagnated, Revlon pounced. Revlon colors became more vibrant and were seasonally culled and replaced with fresh looks. Product names became more romantic. Displays were much more colorful, sensual, and exotic. Promotional activity was constant, aggressive and highly coordinated to then current fashion trends. Importantly, Revlon created comprehensive beauty campaigns where lip, face, eye and nail colors were sold as fashion sets. Fire and Ice, and Lips and Tips were famous examples of these campaigns. Revlon introduced a prestige, upscale line, Ultima II, for the carriage trade customer. Norell and Bill Blass extended the Companies reach into better stores.
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