Revlon Inc. and brand ambassador Olivia Wilde will initiate its online fundraising effort, called Love Is On Million Dollar Challenge, today.

As part of the six-week challenge, which will run through the end of October on Crowdrise, more than 100 charities will race to raise the most funds for a chance to win a mega donation from Revlon. Wilde appears in a video to explain the fundraising challenge, which is expected to include all sizes of charities that support women’s health. In the video, which Revlon posted on its social media channels today, Wilde says, “Giving is on, supporting is on, love is on.”

The charity that raises the most will receive a $1 million donation from Revlon. To keep the funds rolling in and social media buzzing, Revlon will also be conducting weekly bonus challenges that will award an additional $150,000 in prize money to participating nonprofits. Consumers also are encouraged to participate in various ways, including by making a direct donation to the charity of their choice on Revlon’s Crowdrise page created for the challenge.

The online event marks a change in strategy for Revlon, which for many years had organized Revlon Run/Walks to raise money for women’s cancer research and support programs.

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“Revlon has always been passionately committed to promoting women’s health,” said Lorenzo Delpani, president and chief executive officer. “But to make the biggest impact, we have to be more strategic and creative about how we donate. The Revlon Love is on Million Dollar Challenge is a fabulous incentive for others to give, and allows charities of all sizes – including those that are not well known – exposure to a larger audience. The response to our Challenge has so far been incredible. It’s clear that these charities are looking for partners with new ideas to help them drive and boost their fundraising effectiveness.”

Revlon stated that this effort marks the fist time that a cosmetics brand was the sole host of a fundraising competition on the Crowdrise platform.

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