Revlon Case Study

 Revlon has developed a long-standing reputation as a color authority and beauty trendsetter in the world of color cosmetics. Since its breakthrough launch of the first opaque nail enamel in 1932, Revlon has provided consumers with high quality product innovation, performance, and sophisticated glamour.

In 1997, the company broke out their Revlon age defying anti-aging make-up line launch while being acquired by Elizabeth Arden. Their overarching message was Lines, Wrinkles, Spots – handled. Smoothness, tightness, radiance – returned. Our Anti-aging make-up works on what you do not want to see…and enhances everything you do. Sounds terrific, but the packaging and promotions and graphic displays did not reflect a targeted campaign to a different older aging demographic group.

 The Anti-Aging Collection

Our Scope of Work

The line sounded and looked terrific and worked however the packaging, promotions and graphic displays did not reflect a targeted campaign to a different older aging demographic group.

BV was engaged 8 years after the launch to work with Revlon on packaging and design indoor/outdoor/transit and pop-up events to relaunch their Revlon age defying, anti-aging line and in effect relaunch the line and create a New York City wide campaign to test and then roll out nationally. The result was a strategically cohesive campaign with the proper publicity and events to make the New York launch a success and allow for a 40 city roll-out. Quite ahead of their time as we know have every major OTC house in drugstores, specialty make-up chains, Target, Walmart, etc on the anti -aging trail from all the major lines in every price category and although Revlon has had their challenges they are still in the game.

The Engagement Includes:

  • We researched all competitive products at all price point levels

  • Looked at cutting edge design and scalability to large format advertising

  • Maintained the brands key attributes but a differentiation for that preventative and aging market set, again two different voices

  • Elizabeth Arden wanted continuity with a brand extension of Revlon not Elizabeth Arden as everything was starting to look the similar

  • Displays, corridor wraps, outdoor, in-store execution had to be separates but on brand

  • A strategic, creative and media plan was approved and we handled all the production, installation and reporting, which was a first for Elizabeth Arden