Revlon revives 70s fragrance Charlie with ad campaign

by Mark Sweney,, Marketing 24-Mar-04, 15:00

LONDON - Cosmetics giant Revlon is relaunching its iconic 70s fragrance Charlie to take on Lever Faberge's market-leading Impulse brand.

The advertising, expected to break in the next month, will feature an animated female character as the face of the brand.

The advertising campaign will be handled by Wieden & Kennedy London. A digital campaign has been developed to support the launch.

The Charlie brand, which in its heyday was aimed at 11- to 18-year-old girls, was the market leader in the 70s.

Launched in 1973, the brand became a global success, and featured actress Shelley Hack, Tiffany Welles in the 'Charlie's Angels' TV series, as the face of the brand.

Revlon still produces five Charlie sub-brands -- Blue, Gold, Silver, Red, Instinct and Urban Energy. It is not known if it will create any variants as part of the relaunch.

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