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The Marketing Mix Across the Brand Life Cycle

By Stephanie August — October 29, 2025

The marketing mix—Product, Price, Place, and Promotion—is a vital framework that guides how brands build awareness, grow loyalty, and maintain equity through every stage of their life cycle. From emerging brands creating identity to mature companies redefining relevance, each stage demands a unique approach. Let’s look at three brands—Fenty Beauty, Old Spice, and GAP—and see how each applies the 4P’s to strengthen perception and value.

💄 Fenty Beauty — Development Stage

Inclusivity and innovation define Fenty Beauty’s product identity.

Founded in 2017 by Rihanna, Fenty Beauty disrupted the beauty industry through inclusivity and authenticity. At this early stage, building awareness and emotional connection was crucial.

  • Product: Fenty introduced a 40-shade foundation range—an immediate symbol of diversity and equality in beauty.
  • Price: Premium yet accessible pricing helped balance high quality with wide appeal.
  • Place: Distribution through Sephora and its own online store provided credibility and visibility.
  • Promotion: Social media campaigns featuring real customers and influencers amplified representation and authenticity.

By using product innovation and inclusive promotion, Fenty built powerful brand equity rooted in belonging and self-expression. The 4P’s worked together to position Fenty as a cultural leader, not just a cosmetics line.

🧴 Old Spice — Growth & Reinvention Stage

Humor and boldness helped Old Spice reinvent its identity.

Old Spice, a brand dating back to 1937, entered a growth and reinvention phase in the 2010s. Once associated with older generations, it reinvented itself through clever use of the marketing mix.

  • Product: Expanded beyond aftershave to include body wash, deodorant, and men’s grooming products.
  • Price: Affordable mass-market pricing made it accessible while maintaining quality perception.
  • Place: Strong shelf presence in retailers like Walmart and Target, plus online marketplaces.
  • Promotion: The “The Man Your Man Could Smell Like” campaign used humor and viral storytelling to connect with younger audiences.

By modernizing its promotion strategy while maintaining affordable pricing, Old Spice built emotional resonance with a new demographic. The result: revived sales, strengthened brand loyalty, and long-term market growth.

👖 GAP — Maturity & Decline Stage

GAP faces challenges in staying relevant during brand maturity.

At the maturity stage, GAP has reached peak market presence but struggles to maintain growth.

  • Product: While known for timeless basics, lack of product innovation has weakened differentiation.
  • Price: Constant discounting has eroded perceived value.
  • Place: Heavy reliance on mall retail has limited digital expansion.
  • Promotion: Collaborations like Yeezy x GAP generate short-term buzz but lack consistent storytelling.

To rebuild equity, GAP must adjust its marketing mix—introducing sustainable materials (Product), rethinking its discount strategy (Price), investing in e-commerce (Place), and communicating a clear identity (Promotion). Revitalizing these elements can restore emotional connection with consumers and extend the brand’s life.

Final Thoughts

When brands align the marketing mix with their life cycle stage, they can adapt to change and maintain consumer trust.

  • Fenty Beauty builds emotional value through inclusivity and authenticity.
  • Old Spice sustains relevance through humor and reinvention.
  • GAP must rediscover its purpose through innovation and consistency.

The 4P’s are more than marketing levers—they are the strategy behind every successful brand evolution.

References

Stephanie Blog