Revlon turns to film noir for "tale of seduction"

13 April 2015

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Revlon has been an iconic brand since the 1930s. Now it's leveraging that glamourous heritage for its latest campaign.

The "Love is On" campaign, by GPY&R, is centred around a mini film noir as the brand aims to attract younger customers to grow its market share.

It will be released online with Revlon marketing director Tracey Raso saying it provided the right environment to disrupt and engage its audience by showing off the brand's "slightly more provocative side".

"Revlon has a rich heritage based on glamour, provocation, romance and passion," Raso said.

"Our 'Love is On' campaign is about leveraging that heritage, inspiring the imagination of love and delivering a strong emotional connection with women. Because when do women feel the most beautiful? When they are in love."

Senior creative at GPY&R, Kate Burt, said: “the popularity of Fifty Shades of Grey this year proves the art of seduction has never been more relevant. With director Ben Briand’s particularly sensual storytelling, we were able to leverage the prevailing mood out there.”



Executive Creative Directors: David Joubert and Bart Pawlak

Senior Creative: Kate Burt

Head of Content: Elissa Maine

Senior Account Director: Miranda Bryce

TV Production: Collider

Director: Ben Briand

Producer: Ainslee Wood


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