MUMBAI: Revlon, the cosmetic company, has launched a new digital campaign for its make-up range PhotoReady.
The campaign includes a Facebook application, Twitter handle and online contest called ‘CelebrityYou.’ Elaborating more on it, Revlon India marketing manager Dimsy Mirchandani says, “The objective of this campaign was to introduce and engage consumers with our new range of PhotoReady products. But our overall digital objective is to entice consumers; use the platform to share our common purpose of inspiring women to express themselves freely. And this is exactly what we have tried to do through this campaign. Based on the insight that women want to look photo-ready all the time, we encouraged her to share her best celebrity moment, i.e. find that one moment when she felt special, just like a celebrity. By sharing and realising her moments, she is not only being expressive but also inspiring others to do so.”
The PhotoReady digital campaign has been introduced to promote new products within the PhotoReady Range namely – PhotoReady BB Crème, PhotoReady Dual-ended Kajal and PhotoReady Mascara. It also reinforces and further promotes the already existing products within the range.
Mirchandanii adds, “Since the campaign is based on a simple yet effective insight i.e. women wants to look photo-ready all the time, it is ought to resonate well with them. And the fact that close to 500 women participated in the contest validates that they found it relevant and interesting. More so, such campaigns help brand connect and co-create with consumers.”
Throughout the campaign, Revlon’s make-up expert Bianca Hartkopf will provide various make-up tips on ‘How to’ wear make-up along with Revlon’s guest photographer (Anushka Menon) who will share inside secrets to being PhotoReady. There will also be various tips, trends that the photographer will write in terms of articles, posts, tweets etc.
The campaign was developed by VML Quais.