For the 2016 global campaign, Revlon understood that the best way to stand out at retail was to stand for something. Famous faces, product launches and innovation were all table stakes for in the drug store beauty category.
Everyone was talking about tangible product benefits, but no other brand was investing in creating emotional connections with the audience. I was asked to lead the development of the global strategy for the brand.
CHALLENGE
Create a global brand platform that was flexible enough to speak to the overall brand ethos of “Love” as well as the product benefits of the 20+ new launches for the year.
The brand platform around “Love” needed to be updated to relate to the current global climate - it needed to grow beyond just straight romantic love.
SOLUTION
We created a brand platform based on the insight that people are empowered by choice. We encouraged people to “Choose Love” in whatever interpretation they wanted - choosing family, choosing compassion, choosing romance or choosing self-love.
We were able to leverage our global beauty ambassadors - Gwen Stefani, Ciara and Alejandra Espinoza - to share their stories on how they have chosen love. Their stories launched the campaign to inspire other influencers and fans to share theirs as well.
The campaign mechanic of choice was easily adaptable to product launches and product benefits. We were able to adapt the messaging and the stories across media, from digital to social to experiential and retail.
RESULTS
Global reported earnings improved and Revlon’s stock price rose 15% during the duration of the campaign.