Revlon’s taking its commitment to love to the next level with its latest campaign: The Love Project.

This story first appeared in the February 24, 2017 issue of WWD. Subscribe Today.

The 360-degree marketing campaign includes a heightened level of social activation — more than Revlon’s ever attempted before — plus a 30-second ad spot during the Oscars and participation from A-list celebrities Lady Gaga, Pharrell Williams and Ellen DeGeneres. Gaga’s “A Million Reasons” song will be the backdrop to the campaign, which launched exclusively on Gaga’s social channels Thursday.

According to Revlon executives, the goal of the campaign is to get people to express what love means to them. It is designed to take Revlon’s love-centric marketing approach (first launched in 2015 with “Love Is on” and then revamped in 2016 with “Choose Love”) to the next level.

“The Love Project is the beginning of a social movement which aims to inspire more love, acceptance and caring in the world,” said Carlos Barreto, Revlon senior vice president of marketing. “At the heart of this campaign is the belief that all people are beautiful and that love can create a better world.”

You May Also Like

“The new dimension of The Love Project shifts the brand’s platform out of romantic love and more into the positivity of love and the uniting and optimistic aspect of love,” said Pam Alabaster, senior vice president of corporate communications and corporate social responsibility at Revlon.  “It’s an extension of the ‘Love Is on’ campaign. The Love Project reflects the brand’s belief in the power of love and the diversity of beauty, and it’s really a social activation campaign, which encourages…consumers to personalize and express what love means to them and then to share it with others.”

Revlon’s taking the campaign a step further through partnering with Amazon for a shipping box takeover, according to Alabaster. That means that Amazon shipping boxes will be branded with the Revlon logo, a big heart and a “call to action,” she said — asking shoppers to write  on the box (with what love means to them in three words) and then take a photo of the box and share  the resulting snapshot with friends on social media. “There are more than 10 million boxes moving into the U.S. marketplace right now, between now and mid-March,” Alabaster said.

“We will be measuring engagement as a metric for success, as well as funds raised for our not-for-profit program partners,” Alabaster added. Those partners include Gaga’s Born This Way Foundation, the Women’s Heart Alliance (founded by Revlon chairman Ronald Perelman and Barbra Streisand), From One Hand to Another and The Trevor Project. The charities are considered the founding not-for-profit members of The Love Project, which will go live with its web site — theloveproject2017.com — during the Oscars.

That ad that airs that Sunday will encourage viewers to visit the web site, make custom, sharable content (using #lovein3words) and donate to the organizations. Revlon has committed $1 million to the charities.