Sunday, October 20, 2013

Revlon Expression Experiment: New Makeup Marketing Platform for Color Cosmetics

It has been almost a year since Revlon announced the launch of its Revlon Expression Experiment, a digital engagement platform designed to spark a social movement of makeup experimentation. The Expression Experiment helps celebrate the essence of the Revlon brand, engaging consumers in a more contemporary way. The platform is accessible through Facebook; it challenges users with monthly activities such as the  "Red Lipstick Challenge".   To engage users, Revlon posts makeup tutorials and inspirational imagery and color recommendations.

After achallenge is completed, users will be able to share their experience on both the Revlon Expression Experiment Facebook page as well as on their own facebooks page. "The launch of the new platform will be supported by digital display advertising, as well as Revlon Twitter, Facebook and YouTube promotions." Bloggers, as well as other fashion and beaut influencers will have links to their blogs as well as their facebook pages.

"The Revlon Expression Experiment was created in partnership with VML, Revlon’s global digital agency.  Harnessing true social engagement has become vital for brands as they seek to become an inherent part of the consumer’s life in a real and tangible way," said Debbi Vandeven, chief creative officer at VML. "

By creating a community where women can educate and express themselves and then inspire others to do the same, Revlon is also creating brand advocates. It’s a fresh and compelling way for Revlon’s key audience to engage with the brand that only a social platform like this can achieve."





They have yet to expand successfully internationally, as originally planned.

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