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Revlon face Emma Stone promotes the brand’s new Ultra HD lipstick |
Cosmetics company Revlon promoted its new ‘Love is On’ global brand positioning at last month’s IAADFS show. The initiative was created as part of a comprehensive corporate overhaul that sees the travel retail channel earmarked as a key priority.
“Revlon is undergoing a big transformation,” Senior Vice President and General Manager David Carvalho told The Moodie Report. “We have a new CEO and President heading up new management, driving new priorities. There will be a lot of innovation in the months ahead…which we will transfer into travel retail.”
As previously reported, Love is On is being incorporated into every facet of Revlon’s marketing strategy. The global 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 travel retail to date, Revlon has focused on its lip and nail offer, and going forward will emphasise its creative cosmetics heritage. In Orlando the brand showcased its new Ultra HD Lipstick, said to offer true colour clarity without a heavy feel. “This new lipstick features special wax-free gel technology,” explained Regional Sales Director The Americas Travel Retail Ellyn Porpora. “That means it delivers instant true, full colour in just one swipe.” A special multi-set will be available for travel retail, in addition to single SKUS, according to location.
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