Project Description

Revlon Rebrand – Love is on

Revlon Rebrand image 1
Revlon Rebrand image 2

Background:
In 2015, Revlon rebranded itself introducing their first new tag line in over 10 years. “Love is on” would need to be incorporated across all advertising platforms including TV, in-store, print, display, digital and social channels.

Insight:
Cosmetics help consumers visualise an extended image of themselves. It’s personal, subjective and the Revlon rebrand and it’s touchpoints needed to build an emotional connection to the Revlon brand at various stages of the path to purchase to allow for full consideration to purchase.

The Challenge:
To assist in making the rebrand stand-out in-store like never before! Most displays in cosmetic halls are black and white. By injecting red into the displays, the brand would be repositioned as one that evokes passion and love giving it a more intimate appeal. Existing retail displays would need to be redressed, and a range of standalone promotional elements would also be required for a full in-store Revlon Love is On experience.

The Activation:
The result was a variety of wonderful emotive displays for Discount Department Stores, Department Stores and Pharmacy’s. Apart from the Love Is On tag line, the major visual element was the unique “Heart” which was designed to look like it is hand drawn with lipstick on a mirror. Quotes of LOVE giving the brand a familiar and human feel adorned all POS elements also.
Creative elements include:
• Permanent displays including shop in shops and wall displays
• Giant hearts dressing up existing wall fixtures
• Heart shaped floor decals
• Red carpet
• Promotional cubes
• Heart shaped security gate covers
• Vases of roses, red metallic heart balloons and chocolates

Skills:

  • Retail point of sale

  • Display

  • Permanent display

  • Propping

  • Print

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