NEW YORK — Revlon’s ad campaign aims to do more than just deliver the company’s new product message. For the first time in years, Revlon’s TV, print, online and in-store ads will all reflect the same images concurrently, a...
NEW YORK — Revlon’s ad campaign aims to do more than just deliver the company’s new product message. For the first time in years, Revlon’s TV, print, online and in-store ads will all reflect the same images concurrently, a feature that’s likely to resonate a consistent message with consumers, and maybe even generate a sales boost.
“In the past, we were never able to achieve this because in-store lead time is 12 months and ad lead time is three months,” said Martine Williamson, Revlon’s director of brand marketing. “We never knew what we were doing [product wise] a year in advance,” she added, so magazine ads didn’t match what consumers saw in stores during the same time period.
Now, the company is on track and is even making product and ad plans for 2006, Williamson said.
Revlon’s latest print and TV campaign features its newest spokesmodels: Susan Sarandon and Kate Bosworth. Strategically, each celebrity targets a different demographic: Sarandon, older women; Bosworth, the younger set.
Both Sarandon and Bosworth will tout Revlon’s new products, such as Fabulash Mascara, an item that takes the company into the everyday mascara business, and a retooled Age Defying line.
Beginning Monday, Bosworth will be seen in TV ads touting Fabulash. Later this month, TV spots featuring Sarandon will appear for the Age Defying brand, along with Revlon spokeswoman Julianne Moore.
This year’s ad efforts tout a much heavier product message. Last year, Revlon’s new product portfolio was slim; in turn, its movie-like Bellissimo ad campaign featured A-List actresses Moore and Halle Berry, without much reference to product.
But Revlon held on to its Hollywood contacts: moviemaker Robert Altman directed the new ads, which also cast Eva Mendez, who will be the lead spokeswoman for SuperLustrous.
For the second half of 2005, Bosworth and Berry are scheduled to appear in ads for Revlon’s color cosmetics and nail products. The ads are said to “detail sumptuous color, packaging and formula statements,” according to Williamson, noting that colors and formulations have been designed for the brand’s core nail and SuperLustrous products. Four 30-second and four 15-second spots were created.Print ads, which were photographed by Peter Lindbergh in New York, begin appearing in February beauty magazines. Industry sources estimate Revlon has earmarked as much as $100 million on advertising in 2005.
Maybe the new effort will bring much-needed sales gains. For the third quarter, ended Sept. 30, sales slid 7 percent to $294.4 million, compared with $316.5 million in the same period a year ago.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
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“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
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BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye