NEW YORK — In a move to illuminate future brand potential, Revlon is harnessing the power of its cast of starlets.
The beauty firm has turned to its stable of Hollywood leading ladies — Halle Berry, Eva Mendes, Julianne Moore, Susan Sarandon and Kate Bosworth — for inspiration, creating a promotional color cosmetics collection around each, called Star Style.
“Celebrities are such trendsetters and people look to them for cues,” said Maura Mottolese, who joined Revlon as senior vice president of marketing in January. “Star Style is a great way to leverage the personal style of Revlon’s spokeswomen.”
Shuffling through mood boards filled with photo collages meant to illustrate the women’s signature looks, Revlon’s vice president of creative development and design worldwide, Debbie Leong, said: “We came at it from a fashion perspective.” She added that each star’s personal aesthetics were then funneled into packaging design and advertising imagery for their respective collections. With a heightened fashion focus — a move away from Revlon’s signature look of dramatic eyes and lips — the images are a marked departure from the beauty firm’s traditional aesthetic.
Each collection was designed to have a distinct positioning: Berry’s is a sexy and smoldering palette with platinum and black packaging; Mendes’ is sultry and seductive outfitted in splashes of red; Moore’s is classic Hollywood glamour with gold accents; Sarandon’s is clean and timeless in tortoiseshell and fake crocodile, and Bosworth’s is flirty and feminine with white compacts accented with a pink lace pattern.
The collections include a host of limited-edition shades and signature items, such as Berry’s Scene Stealer Eye Shadow, Mendes’ Glowing Reviews Face Illuminator, Moore’s Opening Act Eye Pencil and Bosworth’s Star Attraction Lipgloss Set.
Revlon amplified the Hollywood theme by peppering promotional materials with film motifs. For instance, counter-top displays proclaim, “Limited Engagement” — rather than limited edition — and product names read like movie credits.
Shade names, such as Sarandon’s Press Tour Pink Blush and Moore’s Super Lustrous Lipstick in Berry Marquee, also are inspired by the silver screen.
To peel back Revlon’s iconic brand imagery and allow the individuality of its spokeswomen to shine through, the company recruited photographer Glen Luchford and a pack of leading stylists, including Deborah Waknin, who chose a black vintage Hervé Léger dress for Berry, and Arianne Phillips of “Walk the Line” fame, who dressed Bosworth in a J.Mendel cocktail dress.Revlon will support Star Style, which will begin a six-month run in July, with print ads in August beauty and fashion magazines. In addition to the ads, displayed on a gatefold or spread, Revlon will launch a micro Web site, revlonstylestars.com, which is expected to contain behind-the-scenes images of the spokeswomen, noted Kerry Faber, product manager for Revlon.
Mottolese would not comment as to whether the limited-edition product could graduate to Revlon’s core line, but hinted the eclectic collections might help evolve Revlon’s brand imagery and product lineup. Industry sources expect Star Style to generate $18 million to $20 million in retail sales.
Berry described the effort in a video clip touting Style Stars. “We all have our own palette,” she said, describing herself as a “natural, earth-tone girl.”
“These palettes will reflect each girl’s individual style. And I think mine does,” Berry added.
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