Revlon Inc. has flipped the switch on its turnaround effort with the launch of the new ad campaign for its Revlon brand, called Love Is On.
Just prior to lighting up its digital billboard in Times Square on Tuesday, Revlon chief executive officer Lorenzo Delpani said, “This is not a campaign. It’s the repositioning of the Revlon brand.”
Revlon spokeswoman Olivia Wilde and chairman Ronald O. Perelman were on hand to kick off the new direction of Revlon.
Delpani, who after three weeks of brainstorming ideas, discovered the word love within the word Revlon, said, “Love is a universal motivator.” The idea, he said, is that women open themselves up to the possibility of love when they wear makeup. “If you are open, everything is possible,” he said.
The billboard will stream updated images of people in love and photos snapped from a camera stationed in Times Square. Delpani said jokingly that he settled for a billboard in Times Square after ideas such as putting a heart on the moon or in the sky of New York City proved impossible. His goals for the brand — namely win back market share — are also lofty, but Delpani said the global Love Is On campaign is already motivating the corporate culture within the organization.