With a deep heritage based on romance and glamour, Revlon decided to start a revolution in the crowded cosmetics category: one that would celebrate the connection between beauty and love.
From the moment she puts on her makeup, Revlon would inspire women with the idea that LOVE IS ON.
It wasn't just about looking beautiful, but FEELING beautiful, too. Because when do women feel most beautiful? When they are feeling loved!
AND – in a world of social media – women would carry the message for us, because when a woman is in love, she wants to shout it from the rooftops.
First, we helped Revlon declare its intention to stand for love with its exciting new manifesto, seeding LOVE IS ON content on TV, in print and online.
Then, we did something extra special.
Women had told us that social media technology help them share their feelings and declare their love to the world, so we decided to provide a platform that would help them do just that.
The result: a massive digital billboard in the center of New York City's Times Square that gave women from around the world the chance to show how the love was on.
The digital billboard was Revlon's own Global Love Beacon, allowing people to share love from around the world – 24 hours a day, seven days a week.
A live, on-site LOVE IS ON camera captured and streamed user-generated "love moments" – hugs, kisses, proposals, vows and more – to the 300,000+ daily visitors to Times Square.
And people around the world had the chance to have their photo or message featured on the billboard by submitting to our online portal or using the #LoveIsOn hashtag.
We drove submissions and buzz through premium partnerships (with beauty/fashion sites like Refinery29 and PopSugar) and well-known influencers.
In terms of romantic gestures, it doesn't get much grander than this… And as the results showed, the love was most DEFINITELY on:
3.7 million submissions to #LoveIsOn
10.2 million YouTube views of our LOVE IS ON content
Revlon visits increased 188%
Brand interest increased 251% (according to Google Brand Lift Study)
Brand favorability jumped 61%
