“This is a social-media campaign which we believe will become a social movement toward experimentation,” declared Revlon’s executive vice president and global chief marketing officer, Julia Goldin, on the eve of the brand’s Expression Experiment launch. Beginning with a red lip, the platform, which rolled out via Facebook app in July, challenged participants to try their hands at various beauty tasks each month and share their experiences through photos and stories.“It’s about getting an idea of what a red lip feels like. It’s not just about product,” said Goldin. Now boasting more than 20,000 users per month, the Expression Experiment has the potential to reach 159 million friends of fans of the brand, driving click-through and interaction rates. The site is expected to roll out to global markets next July. “Every woman can find something in common,” said Goldin, whose ultimate goal is connecting women with each other through the platform while reigniting the Revlon heritage of resonating with consumers via classic campaigns like Fire and Ice. “It is a way of showing instead of telling about something inspirational.”
This story first appeared in the December 14, 2012 issue of WWD. Subscribe Today.