Iconic beauty brand Revlon was set to launch a major new global platform in early 2018, Live Boldy, a multimedia campaign with five new fierce, famous women—led by "Wonder Woman" Gal Gadot—taking the helm as global brand ambassadors. While the campaign showcased Revlon's latest product innovations, the effort was designed to be aspirational, a celebration of modern beauty and strength, and centered the messaging more around courageous living than the latest lipstick color additions. The goal of the new effort, said the brand when announcing the launch, was to "inspire women to express themselves passion, optimism, strength and style."
The new brand ambassadors had all those qualities and more. Gadot is a stunning, international beauty known for her activism and support of women's rights and female empowerment initiatives. Additionally, the four supermodels that joined her as the new faces of Revlon are also the epitome of modern female beauty and strength: Ashley Graham, Adwoa Aboah, Imaan Hammam and Raquel Zimmermann. A lineup representing many shapes and shades of beauty, the new brand ambassadors provided the perfect snapshot of the inclusive definition of beauty consumers demand today.
The challenge for Lippe Taylor was to create maximum buzz about the new
campaign platform and the global brand ambassadors. How Do You Convince Today's Modern Woman that Revlon is No Longer Her Mother's Makeup?
To lay the foundation for the Live Boldly platform and introduce Revlon's new global brand ambassadors, Revlon and the Lippe Taylor brand team took a two-phased approach to build buzz and generate maximum awareness for the campaign launch. First, the brand announced Gal Godat as the new face of Revlon and the launch of the Live Boldly campaign. Then, a few weeks later, Revlon shared the news of the four other new brand ambassadors joining Godat, as the multimedia campaign began to roll out.
Throughout each phase, traditional media and social communities were engaged to amplify the Live Boldly message. The day after the Golden Globes, where Gadot served as an award presenter, Revlon announced the star as the brand's new global brand ambassador and the launch of the upcoming Live Boldly campaign. The fact that more women would be added to the lineup as part of the campaign launch was shared with the Gadot news, but the identities of the other representatives were kept under wraps.
The announcement was made via media exclusives with top industry and celebrity news outlets, as well as a formal press release on the wire. To support the news release, Revlon hosted 34 media attendees at a press event the Edition Hotel in New York City.
To heighten anticipation of the campaign launch, Revlon launched a teaser campaign on social media. A day before launch, four close-up images of the brand ambassadors were posted on Instagram, asking brand followers to guess who the ladies were, driving engagement
with the brand and the campaign.
The new brand ambassadors—Ashley Graham, Adwoa Aboah, Imaan Hamman, and Raquel Zimmermann—were announced with a broadcast exclusive with The Today Show and an industry exclusive with WWD, as well as a formal press release on the wire.
The brand also engaged its social media communities with a #LiveBoldy giveaway contest, asking fans to name the people who inspire them to Live Boldy in their own social posts for a chance to win new products.
To further bring the Live Boldly message to life and uniquely engage beauty influencers and media, the brand team staged a two-day event at the Skylight
Modern in NYC the day of the campaign launch.
The event, hosted by Revlon executives CEO Debbie Perelman, President Anne Talley, and COO Linda Wells, introduced the new campaign and brand ambassadors.
More than 370 people attended day one of the event and sampled various Revlon-inspired Live Boldly treats, including a beauty touchup station, a tattoo station and a Super Lustrous ice cream parlor featuring creations inspired by Revlon's lipsticks.
Day two continued the momentum with the Live Boldly Summit, where 85 micro influencers attended a day of discussions and makeup tutorials. New ambassador Ashley Graham discussed the campaign in a fireside chat with Revlon's Linda Wells and product innovations were brought to life with educational demonstrations.
Media interviews were conducted on the red carpet and live social streams shared behind-the-scenes stories on Instagram Live and Facebook Live.
The campaign generated 120,248 uses of the hashtag #liveboldly. With 145% increase in average traffic to the website (est 1M additional visits), with less than
10% of traffic coming from paid search or display ads. Relaunch success window lasted a full 6 months. Bold Coverage for Live Boldy, Including news of Ashley Graham's neck tattoo. Revlon's Live Boldy secured more than 3.48 billion media