My first reaction to the Revlon “Love Is On” TV spot was admiration for Revlon’s marketing team and a 10-second karaoke performance. “Addicted to Love” by Florence + The Machine is the perfect song for Revlon’s romantic campaign. You might as well face it, you’re addicted to love. I mean, aren’t you?
It’s the simplest pairing: Lipstick and love. Rouge and romance. Classic Hollywood romance stuff… like Revlon’s Fire and Ice campaign in the 1950s. The ad message was that women could be as stunning as Hollywood starlets in real life with Revlon’s lipstick and nail lacquer (in colors other than red!).
Fast forward to 2015. The competition is fierce in the beauty industry, and Revlon is in need of some consumer lovin’. According to the NY Times, “Revlon was ranked 10th out of 12 cosmetics brands on the 2014 list, ahead of only Almay, another Revlon Inc. brand, and Coty.” Yikes.
To keep itself from falling further down the powdered & lacquered ranks, CEO Lorenzo Delpani decided on a theme for a new campaign that he discovered while scrambling the letters of the company name.
REVLON. LOVE. ON. LOVE IS ON.
“From now on, we intend to be on a mission,” Mr. Delpani said, “inspiring all the shades of love.”
His revelation culminated in a print, tv, digital & social media campaign to romance consumers back to an iconic cosmetic brand. What better way to get the consumer’s attention than with emotion!
Here’s what I’ve observed:
Print Ads – features one of America’s sweehearts, shows off the product in all its glossy colors, and includes a sweet quote about kisses. Sigh. Now, mail me one of those HD lipsticks, Revlon!
Digital – This digital billboard in NYC is interactive. A picture of me & my man on the big screen? I’d share it. The board also turns into a kiss cam! This is a great form of advertising to reach lots of people & lure consumers into generating content for you. These photos are also shared on revlon.com.
Facebook – Beautifully branded to match the campaign. Revlon’s posts all tie in #LOVEISON. Revlon shares all kinds of posts, from giveaways to how-to’s.
TV – I love it. Those lyrics will get stuck in your head! http://www.youtube.com/watch?v=MtnyeAjewkY
Crowdfunding Contest – This campaign also doubles as an effort to “inspire compassion and ignite the spirit of giving to important women’s health causes.” Revlon will give the charity who raises the most money, a one million dollar donation this Fall 2015. I didn’t know about this until I visited revlon.com and clicked around.
Web Design Comments – The one thing I would change about this campaign is the website design. I like the simplicity, BUT I do not like the white and red text on black. It is not easy on the eyes, and we’re taught to avoid this color combo in web design classes. I’d rather shop online for products on a white background. It’s cleaner, and it makes the products look newer and fresher. I know that black is sophisticated and sexy, but it just bothers me.
The product I want to try: COLORBURST Lip Butter
I enjoy this campaign because takes a simple connection between makeup and romance, pairs it with a popular brand ambassador- the spunky & beautiful Emma Stone, and uses it to connect with the everyday cosmetic consumer. I’m looking forward to what Revlon will do in the next year. Will the campaign continue? I think it could. How about some guerilla marketing?