In a bitter fight to grow against formidable rivals such as Proctor and Gamble and L’Oreal, cosmetics manufacturer Revlon tried the innovation route, with a new line of cosmetics called “Vital Radiance,” introduced in January of 2006. The products had a lot going for them. They were targeted at an older demographic of women, who are generally enthusiastic about any product that makes them look younger, right away. According to users, the products helped make them look younger, right away. The research behind the offer was formidable, and it was introduced with great fanfare, including a web-based personalization campaign. Many users developed quite a passionate affection for the products.
Revlon’s “Vital Radiance” - a failure to…
In a bitter fight to grow against formidable rivals such as Proctor and Gamble and L’Oreal, cosmetics manufacturer Revlon tried the innovation route, with a new line of cosmetics called “Vital Radiance,” introduced in January of 2006. The products had a lot going for them. They were targeted at an older demographic of women, who are generally enthusiastic about any product that makes them look younger, right away. According to users, the products helped make them look younger, right away. The research behind the offer was formidable, and it was introduced with great fanfare, including a web-based personalization campaign. Many users developed quite a passionate affection for the products.