Revlon seeks 'real' woman for Age Defying work
LONDON - Revlon is turning its back on its traditional approach of using celebrities to endorse products by embarking on a search for a 'real' woman who will be the face of its new Age Defying make-up range.
The beauty giant is following the lead of Unilever's Dove, which pioneered the use of non-models in its "Campaign for Real Beauty" last year.
In the past, Revlon has relied on A-list celebrities such as Halle Berry and Susan Sarandon to push its lines.
The company has teamed up with the Daily Express to promote the search and the winner will be featured in at least two advertorials in the newspaper next year.
The promotion is being backed by a sampling campaign in 12 shopping centres on October 8 and 15 and in-store activity.
The Age Defying range of foundation, powder and concealers will be in UK stores from the end of this month, starting at £12.49.
Revlon claims the make-up reduces the appearance of lines and wrinkles by almost 50% in two weeks.
The SPF 20 products contain vitamins, antioxidants and a US-patented ingredient called Botafirm, which is exclusive to Revlon.
Age Defying launched in the US at the start of the year and became the bestselling new cosmetic product, according to the company.
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This article was first published on Marketing
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