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Revlon’s global Love is On campaign has inspired the company to commission a study into the positive effect of introducing a simple daily ritual to women’s lives.
The study, undertaken by Revlon and Fordham University, found that adopting such a ritual can enhance romantic relationships.
As well as the positive effect on themselves, 85% of the women in the study noticed a positive change in how others reacted to them, reporting an increase in compliments and flirting.
The ‘Revlon Ritual’ comprised the following actions: looking in a mirror, using a favourite fragrance, applying make-up, eating a chocolate, taking a deep breath, looking at yourself and smiling.
The aim of the research was to look beyond physical attractiveness and to delve deeper into the psychological effects of applying make-up. Specifically, the research examined the social and psychological impact of performing a daily beauty ritual on women’s romantic partnerships.
The study was conducted among 28 American women, aged between 21-43 from a variety of backgrounds and ethnicities together with an online panel of 710 female make-up users. The women were surveyed before and after applying the Revlon Ritual into their daily routines for a minimum of four days.
Other results revealed by the research: 71% reported an increased desire for romance, 69% felt more open to finding love, 77% felt more outgoing and social and 74% felt more flirtatious. In addition, the effect seemed to spread to the partners of the participants who became more likely to reciprocate in acts of romance.
To mark the study, and to inspire women to take the Revlon Love Test for themselves, Revlon commissioned ‘Love Test’, a film directed by Tatia Pilieva, which portrays eight real-life couples.
In 2014, Revlon underwent a global relaunch using the tag line Love Is On as its new positioning platform. As previously reported, the company, one of the world leaders in colour cosmetics, sees travel retail as crucial to its global growth strategy.
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