Time to shine for REVLON
Helen of Troy owns the distribution licences for REVLON’s electronic nail buffer, but in 2015 sales through their online channels were lower than forecasted. So in 2016, how could we increase product appeal and buff up sales?
The product had previously been aimed at women in their 30s who want beautiful, shiny nails. This approach not only limited our audience reach, it also didn’t highlight the multiple uses of the tool.
After extensive research, we discovered that two out of five women use a beauty device, with highest usage amongst 16-34 year olds. We also learned that interest in nail art was rising, as was sharing pictures socially, especially among a younger audience.
We identified a fanatical group of women who loved following trends, regularly changed their nail look and were incredibly proud of them. So we changed our target audience for the product – and its positioning. Rather than ‘the tool for perfect nails’ we moved towards ‘the essential preparation tool for perfect painted nails’.