• Last month, Revlon rolled out the Expression Experiment, billed as digital engagement platform designed to spark a social movement of makeup experimentation. Housed on an interactive Facebook hub (accessible via www.facebook.com/revlon), the new platform will provide women with monthly challenges, beginning with a “Red Lipstick Challenge.”
Each time a challenge is completed, participants will be able to share their experience on both the Revlon Expression Experiment hub as well as their personal Facebook page and invite friends to join them in the next challenge. Revlon global artistic director and celebrity makeup artist Gucci Westman will be a frequent contributor of content to the Expression Experiment hub and Revlon global brand ambassador Halle Berry is featured in the platform’s introductory video.
To support participants during those challenges, Revlon will post inspirational videos, including some created by female college filmmakers, as well as how-to video tutorials with Westman, weekly makeup application tips, colorful photos and product recommendations.
Digital display advertising and Revlon Twitter, Facebook and YouTube promotions will support the launch.
Beauty influencers who received advance invitations to join the Expression Experiment will also post sponsored content on their blogs about the makeup challenges throughout the first four months of its rollout.
The Revlon Expression Experiment was created in partnership with VML, Revlon’s global digital agency.
Over the next year, Revlon will expand its Expression Experiment across the world, including Canada, Mexico, Australia and India, the company said.