NEW YORK — Cosmetics and beauty care giant Revlon Inc. has relaunched its brand with a global tagline, its first in more than a decade.
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Dubbed "Revlon Love Is On," the new brand identity focuses on "inspiring love and connecting with people around the world on an emotional level" and will be incorporated into every facet of Revlon’s marketing strategy across all channels and markets globally, the company said Tuesday.
The brand relaunch will be spotlighted in a television and digital advertising initiative set to a new recording of the classic Robert Palmer song "Addicted to Love." The ad aims to show "the evolution of love from flirtation to infatuation to passion," according to Revlon.
In line with the new brand positioning, TV, print and digital advertising will feature brand ambassadors Halle Berry, Emma Stone and Olivia Wilde.
"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," stated Lorenzo Delpani, president and chief executive officer of Revlon. "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."
On Tuesday, Revlon is introducing the Global Love Beacon on an interactive billboard in Manhattan’s Times Square that will allow people to "share love from around the world, to the world." Located above the Broadway Pedestrian Plaza at 1500 Broadway at the corner of 43rd Street, the Global Love Beacon features a Love Is On Live camera that captures and streams user-generated "love moments" on site. In addition, Revlon is inviting people to have 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," Delpani added.
