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Revlon to Launch New Ad Campaign, ‘Choose Love’

Brand ambassadors Olivia Wilde, Halle Berry and Alejandra Espinoza make the first moves in new commercials.

Just in time for Valentine’s Day, Revlon Inc. will launch its latest love-themed advertising campaign, featuring brand ambassadors Olivia Wilde, Halle Berry and Alejandra Espinoza.

The concept, Choose Love, expands on the brand’s Love Is On campaign, launched in 2014. The new ads are slated for Feb. 1. Revlon has been greatly encouraged by “the response of women around the world who have eagerly embraced our Love Is On mission — and there is great excitement as we get ready to unveil our next big step, the Choose Love campaign,” says Lorenzo Delpani, Revlon chief executive officer. “We believe that by inspiring people to choose love, we can spark a global movement around the positivity of love.”

Wilde, Berry and Espinoza make the first moves in their respective commercial spots. Wilde approaches a stranger at a bar; Berry keeps the romance alive, and Espinoza utters those three little words.

Revlon aims for the campaign to convince women to believe in love, let go of doubts and take a chance to make love happen. The brand is encouraging women to upload photos of themselves blowing kisses with the hashtag #ChooseLove, and to tag someone special to “pass it on.” Some of those photos might be used on Revlon’s Web site or social media.

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Revlon has been increasing its marketing focus. The company spent $35.8 million in brand support for the third quarter, up $4.7 million year-over-year.

The new campaign comes after Revlon’s majority owner MacAndrews & Forbes Inc., headed by ceo and Revlon chairman Ronald Perelman, revealed it was considering strategic alternatives for the company on Jan. 15 — essentially saying that the business would consider a sale. A spokeswoman for Delpani said he declined to comment on the MacAndrews & Forbes news.