Ah, Good Old Emotion…

So here’s an article from Adweek about a commercial (which you can view on their site) that aired during the Oscars for Revlon’s new “Love Project” public service campaign. It will be interesting to see how this rolls out. I would argue this is a very strong opening statement and somewhat unexpected from Revlon, which, let’s face it, is pretty much “your grandmother’s makeup” because of its longevity in the marketplace. Perhaps this will make the brand relevant again.

We know that in the fragrance biz Revlon has about .5% market share, compared to market leaders L’Oreal (20%) and Estee Lauder (7%). (source: Forbes, 12-28-2015)

One reason I love this spot is that it reminds me of Dave Brubeck’s album, “Jazz; Red Hot and Cool,” (recorded live in 1954 and 1955) with an album cover featuring Dave at the piano and a very attractive woman in a sensual, bright red dress and matching bright red lipstick. The lipstick, as the liner notes revealed, was Revlon’s new shade, “Jazz, Red Hot and Cool.” It’s one of the earliest examples of product placement I know of. Lots of companies in those days were TV show sponsors (think Kraft Theater, Hallmark Hall of Fame, Death Valley Days [20 Mule Team Borax sole sponsor]). But Revlon staked out a whole new claim with a record album tie-in.

Enjoy: http://www.adweek.com/creativity/lady-gaga-pharrell-and-ellen-bring-the-love-in-revlons-new-psa/

And here’s that album cover.

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About mediainmind

Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

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