Revlon brings celebrities together for £54m global drive

by Joe Lepper,, Brand Republic 05-Apr-04, 13:30

LONDON - Beauty firm Revlon is to bring its celebrity faces, including Oscar winner Halle Berry and Julianne Moore, together for the first time in a new £54m global advertising campaign.

The campaign, which has been created by the firm's New York advertising agency Deutsch, will involve television, print, cinema, outdoor and online advertising.

Last week the cosmetics giant said it was to relaunch its iconic 70s fragrance Charlie, which will be backed by a separate ad campaign, to take on Lever Faberge's market-leading Impulse brand.

The television and cinema elements of the Revlon campaign, which launches in the US this week, are based around the colour red. The story has the four meeting up at a photoshoot and uses the tagline: "Every woman has a story. It's not how you tell it. It's how you live it." The ad was directed by Scott Hicks, who is best known for helming 'Shine'. The music in the ads is San Ilya's 'Bellisimo'.

As well as Bond girl Berry and 'The Hours' star Moore, the campaign also features Eva Mendes, who has appeared in movies including '2 Fast 2 Furious', and actress and model Jaime King who was in last year's 'Bulletproof Monk'.

Stephanie Klein Peponis, executive vice-president and chief marketing officer at Revlon, said: "Beauty is equal parts science and dream. Consumers tell us that they love our products because of what they do and how they make them feel.

"This advertising campaign makes you want to feel the way Halle, Julianne, Eva and Jaime feel -- confident, sexy, wonderful," she said.

The campaign will feature a range of products, with Berry using the Colorstay Overtime Lipcolour brand and Medes the ColorStay Stay Natural Makeup. Other products featured include Revlon Super Lustrous Lipstick, Lash Fantasy Mascara and LipGlide.

The imagery for the print and outdoor elements have been shot by fashion photographer Peter Lindbergh and highlight the use of all four celebrities in the same campaign.

The online campaign will feature the full-length cinema and television ads on MSN, which along with the outdoor and print images will also be available on the firm's Revlon.com site.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.