By Madison Chelminski
It’s almost Valentines Day and with love in the air, Revlon’s new ‘Love Is On’ campaign just might put them back on top. But with large competitors of L’Oreal and Estee Lauder, they are going to have to put up a fight. The tagline for the campaign “Love Is On” was created by genius chief executive, Lorenzo Delpani, by scrambling the companies name, Revlon. This new campaign focuses on getting women to “choose love” using print, digital, and social media ads . The question is, what does makeup have to do with love? Delpani explains, “When you put on makeup, it’s like opening the possibilities of love”. Revlon released a video revealing an experiment they did called the “Love Test”, where they asked women to try a beauty routine for one week and see how their relationship was affected. This seems a bit superficial, but the video was actually pretty cute, and other viewers thought so to with almost 8 million views on Youtube. Multiple users of the site commented how they “teared up” and “loved it”. You can make your verdict up here:
Revlon also launched a social media component to campaign, where you can post a picture on Twitter of yourself blowing a kiss into the camera with the hashtag #ChooseLove, and they will post it to their website. And it doesn’t stop there. There is a jumbo tron in Times Square with a kiss cam that any couple can featured on if they get lucky. Traditional adverts are also being included in the campaign with celebrity endorsers such as Halle Berry, and Olive Wilde. You can even go to the companies website if you want to read your love horoscope and get some dating advice. You can’t say they aren’t putting in their best effort here. This campaign is a strive for Revlon Inc. to increase sales after years on the decline. But there may be a light at the end of the tunnel for them, as Bloomberg reports that shares rose the most in more than two years last month.
While this campaigns wings are still growing, it’s looking to be a social win. As digital technology is boosting, Revlon is taking advantage of the opportunity to expand across numerous screens. While increasing sales is an obvious goal, Revlon is connecting and interacting with women on multiple levels, considering the extra mile with the horoscopes and dating tips. Revlon has even teamed up with mammoth companies such as Google, Refinery29, and beauty magazine Cosmopolitan. I am no expert and this marketing team seems to finally have a grab on things, but I would keep pushing digital efforts over TV and print. Possibly move to Snapchat and use Cosmopolitans channel to promote products with makeover videos. Instagram is also becoming a very large element to advertising and sponsoring. With beauty bloggers and just beautiful people with a large following making careers out of promoting products, Revlon could use them to a great advantage.
Georgina Caldwell (2016, February 2). Revlon launches next phase of Love Is On brand mission with Choose Love campaign. https://globalcosmeticsnews.com/north-america/2298/revlon-launchesnext-phase-of-love-is-on-brand-mission-with-choose-love-campaign
Jack Neff (2015, October 22). Revlon Taps Director of ‘First Kiss’ Video to Show ‘Power of Makeup’. http://adage.com/article/cmo-strategy/revlon-taps-director-kiss-show-power-makeup/301018/.
Robert Klara (2015, April 7). Benjamin Karsch Leads Revlon’s New Mission ‘to Inspire Love’. http://www.adweek.com/news/advertising-branding/benjamin-karschleads-revlons-newmission-inspire-love-163900
Stuart Elliot (2014, Novemeber 16). To Reconnect With Consumers, Revlon Looks for Love. http://www.nytimes.com/2014/11/17/business/media/to-reconnect-with-consumers-revlon-looks-for-love.html?_r=0
Edgar Sandoval, Thomas Tracy. (2015, October 13). Revlon will turn Times Square ‘Kiss Cam’ back on despite complaints of gropings. http://www.nydailynews.com/new-york/revlon-turn-times-square-kiss-cam-back-article-1.2395190