NEW YORK — Revlon has launched the Revlon Expression Experiment, a digital engagement platform designed to encourage makeup experimentation.
The company said Monday that its "Expression Experiment" platform, housed in an interactive hub on the Revlon Facebook page, will provide women with monthly challenges, beginning with the "Red Lipstick Challenge."
To support participants during those challenges, Revlon will post inspirational videos, including some created by female college filmmakers, as well as how-to video tutorials with celebrity makeup artist and Revlon global artistic director Gucci Westman, plus weekly makeup application tips, colorful photos and product recommendations.
Each time a challenge is completed, participants can share their experience on the Revlon Expression Experiment Facebook hub, as well as their personal Facebook page, and invite friends to join them in the next challenge. Westman will be a frequent contributor of content to the Expression Experiment hub, and Revlon global brand ambassador Halle Berry is featured in the platform’s introductory video.
The launch of the new platform will be supported by digital display advertising and by Revlon Twitter, Facebook and YouTube promotions. An "army" of beauty influencers, who received advance invitations to join the Expression Experiment, will also post sponsored content on their blogs about the makeup challenges during the first four months of its rollout, Revlon added.
"Inspiring expressive women and daring them to step out of their comfort zone have always been at the heart of our brand," stated Julia Goldin, global chief marketing officer at Revlon. "Through extensive consumer research and insight, we’ve learned that while women around the world are interested in innovative products, they are hesitant and need inspiration to express their inner selves. Whether it’s venturing into the world of bold lipstick or trying this season’s trendiest nail art designs, women need to be challenged to take a chance with their beauty routine and try something different. The Revlon Expression Experiment does just that."
Plans call for Revlon to expand the Expression Experiment platform worldwide over the next year, including to Canada, Mexico, Australia and India.
