The new Revlon Love is On branding will reach consumers in every country where the company is active.
Anagramming the business
This new tag line, the first in over 10 years for the company, is built visually around a mnemonic reshuffling of the letters in ‘Revlon’ and emotionally around love: “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,” said Lorenzo Delpani, president and CEO.
Delpani’s looking to evoke positivity around more than just love. He’s held the CEO role just one year, taking over in November 2013 after Alan Ennis stepped down in October 2013 and David Kelly, who held the position in the interim. Delpani previously served as CEO of the professional salon care business Colomer. Revlon acquired that company in 2013.
In recent Q3 results, the company’s net sales were up overall compared to the same quarter last year at $472.3m. Adjusted to include Colomer sales, however, that number was down (compared to adjusted sales for the two brands a year ago) at $473.9m.
Under Delpani’s leadership, Revlon is looking to improve its financial performance.
The cosmetic company’s new tag line will be incorporated into advertising across platforms: television, print, digital, social and an interactive billboard in New York City’s Times Square.
Halle Berry, Emma Stone and Olivia Wilde will appear in the print, television and digital ads. And, the ‘brand manifesto’ advertising spots on television and digital platforms will incorporate a refreshed version of the song ‘Addicted to Love.’
Revlon is integrating a Times Square interactive billboard into the campaign as well. It’s been dubbed the ‘Global Love Beacon’ and will stream user generated content shared with the #LOVEISON hashtag.
This technique of using consumers in advertisements is becoming quite fashionable with cosmetics brands. The digital-only brand Slate Cosmetics has partnered with Looking Glass technology to incorporate consumers’ uploaded photos into personalized digital ads.
Revlon’s billboard debuted Tuesday in New York but isn’t certain to get the crowd’s attention. Tuesday also saw the launch of a 25,000-square-foot Vornado sign that spans a full city block and is touted as one of the most expensive billboards ever. Not a direct threat to Revlon’s message however, this space will feature ads from the Universal Everything collective and then Google.