Revlon begins rebranding effort
By Adnews Staff
New York-based cosmetics company Revlon has undertaken a rebranding initiative. The new global branding includes the first new tagline for the product line in ten years, "Love is On." The new materials are intended to inspire love and connect with people on an emotional level, according to the company. The branding will be used in all of the company's marketing materials internationally, including a new advertising campaign. The television, print and digital campaign will feature Halle Berry, Emma Stone and Olivia Wilde, and will focus on the progression of love from flirtation to romance.
In Canada, the re-launch will also include a promotion event at Yonge-Dundas Square in Toronto on Nov. 18, consisting of product sampling, prize giveaways, music and a social media installation at which consumers can submit messages of love to be displayed on two nearby billboards.
"The idea for Love is On grew from our quest to find a universally inspiring emotion," said Revlon president and CEO Lorenzo Delpani. "Love is by far the most powerful and most positive. It is very important for us to evoke positivity with our new brand cause. The new mission of our brand is to inspire love. From the moment a woman puts on Revlon makeup, we want love to captivate her imagination, to take her on a journey into the world of love, where she will be enchanted by its countless dimensions."