Global cosmetics and beauty care company Revlon went super high-profile for the launch of its new global image, taking over a giant interactive billboard in New York City’s Times Square on Nov. 18 to announce that LOVE IS ON. The campaign marked the re-launch of the brand and its first global tag line in over a decade and will allow people to “share love from around the world, to the world, 24-7,” says the company.
Revlon says that LOVE IS ON is more than a marketing campaign, and that the brand is dedicating itself to inspiring love and connecting with people around the world on an emotional level – especially since the letters of the word “L-O-V-E” can be found within the name Revlon. The campaign will run through all channels and across all markets.
“The idea for LOVE IS ON grew from our quest to find a universally inspiring emotion. Love is by far the most powerful and most positive. It is very important for us to evoke positivity with our new brand cause,” says Revlon president and CEO, Lorenzo Delpani.
“Through the course of our journey to LOVE IS ON, perhaps serendipitously, we found love in Revlon. Truly,L-O-V-E is at the heart of the word REVLON. And O-N is at the end of REVLON. When you are ‘on’ you are open to all the emotions of love from attraction and adoration to seduction and passion.”
The re-launch is also using television and a digital ad set to a new recording of the classic song, “Addicted to Love.” TV, print and digital advertising will also feature the star power of Revlon brand ambassadors Halle Berry, Emma Stone and Olivia Wilde.
The New York City’s Times Square billboard, located at the corner of 43rd Street, features a LOVE IS ON Live camera, that captures and streams user generated “love moments” onsite. People from around the world are invited to join the conversation for a chance to have their photo or message featured on the Global Love Beacon billboard by showing their love via social media using the hashtag #LOVEISON.
“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,” says Delpani.
TMI Magazine
