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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