It’s On: Revlon Debuts A Brand New Look
Revlon may have the hottest young celebrities like Olivia Wilde and Emma Stone shilling its makeup, but in an industry that’s more competitive than ever, the cosmetics company could use a little more love from consumers. And when it publicly relaunches on Tuesday, that’s exactly what it will get.
The brand’s 60-second video manifesto, available exclusively here on Yahoo Beauty, highlights the many desirable side effects of love, like flirtation, romance, devotion, and education—all set to a cover of Robert Palmer’s “Addicted to Love.” It might just get you in the mood for love—and a juicy lipstick.
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Revlon’s relaunched campaign
Lorenzo Delpani, who took over as the President & CEO of Revlon Inc last October, told us he felt that the brand was too similar to its competitors and needed to have a unique place in consumer consciousness. “We started to discuss why women wear makeup—to be attractive and confident,” says Delpani. “While brainstorming, we landed on the love platform. Love is ultimately the universal motivator. Some go as far as saying love is the meaning of life, so we decided to use love as a way to connect with our consumer.” Delpani also feels this messaging is a way to distinguish the brand. “In a world full of negativity and conflict we have a role to play and a desire to spread a positive message,” he says. “Many marketers leverage antagonism, but we want to impact the consumer in a positive way.”
While working on the campaign, Delpani says he started dissecting the actual letters in the brand name. “I realized ‘love’ is at the heart of Revlon and at the end is ‘on.’ That is what has inspired us. Love is on! We want to trigger attraction, temptation, adoration, passion. When you put on the makeup it’s to be inspiring and you enter the world of love.” Delpani is so passionate about the campaign and relaunch, he says it’s more than just a repositioning. “We got so inspired that it goes beyond staying relevant and unique. It’s become a mission and a brand cause.”
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A new ad from Revlon
Emma Stone appears in print ads for the new Ultra HD Lipstick and HD Lip Lacquer, featuring vivid shades using Revlon’s “wax-free gel technology.” But along with its brand ambassadors, Delpani says it was important to the brand that consumers get a piece of the action, too. Starting Tuesday, Revlon is encouraging women around the world to share their messages of love on social media using the hashtag #LoveIsOn. Select images and tweets will appear front and center on Revlon’s website and its interactive billboard aka the “global love beacon” at 1500 Broadway in New York City. Originally he wanted a bat signal-esque heart to light up the sky for miles, but this more feasible plan may be better in the long run. ”We want as many people as possible to participate,” he says. “Our desire is that we will reach every consumer with this message and spread positivity.”
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