Cosmetics company Revlon is marking its global relaunch with a new campaign and tag line, “LOVE IS ON”. Described as more than a marketing campaign, the initiative aims to depict the Revlon brand dedicating itself to inspiring love and connecting with people, on an emotional level, all over the world. This brand cause will be seeded through all channels and across all markets.
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“The idea for LOVE IS ON grew from our quest to find a universally inspiring emotion,” explained Revlon President and CEO Lorenzo Delpani. “Love is by far the most powerful and most positive. It is very important for us to evoke positivity with our new brand cause.”
He added: “Through the course of our journey to LOVE IS ON, perhaps serendipitously, we found love in Revlon. Truly, L-O-V-E is at the heart of the word REVLON. And O-N is at the end of REVLON. When you are ‘on’ you are open to all the emotions of love from attraction and adoration to seduction and passion.”
LOVE IS ON has been incorporated into every facet of the marketing strategy across all global markets. The relaunch is being spearheaded through a brand manifesto television and digital ad set to a new recording of the song Addicted to Love. In line with the new positioning, TV, print and digital advertising will feature brand ambassadors Halle Berry, Emma Stone and Olivia Wilde.
In addition, Revlon has introduced the Global Love Beacon, an interactive billboard in New York City’s Times Square that will allow people to share love from around the world, to the world. Located above the Broadway Pedestrian Plaza at 1500 Broadway at the corner of 43rd Street, the Global Love Beacon features a LOVE IS ON live camera, that captures and streams user-generated “love moments” onsite. People from around the world are invited to join the conversation for a chance to have their photo or message featured on the Global Love Beacon billboard by showing their love via social media using the hashtag #LOVEISON.
“The new mission of our brand is to inspire love. From the moment a woman puts on Revlon make-up, we want love to captivate her imagination; to take her on a journey into the world of love, where she will be enchanted by its countless dimensions,” concluded Delpani.
For more information about the Revlon LOVE IS ON campaign, visit: www.revlon.com/loveison, YouTube, Facebook, Twitter and Instagram @Revlon.
