Revlon repositions brand with love

Revlon Hong Kong has unveiled a new logo along with its Love is On campaign in the days leading up to Valentine’s Day.Previously, the brand’s logo featured its name in white text. The new logo showcases the brand name in red text, with the trademarked tagline “Love is On” tagged on.The new logo was first launched in the US at the end of last year.“Having the word ‘love’ is our logo draws us closer to young customers, who have more fantasies about love and are looking forward to their next stage of life," Jacqueline Chu, marketing director at Revlon Hong Kong and Taiwan, said.Chu, who leads a four-person in-house marketing team in Hong Kong, said it makes the brand more approachable."Everyone can share stories and talk about love," Chu said.In Hong Kong, two videos – one focusing on branding and the other on a product - were not placed on terrestrial TV. Instead, they were instead rolled out online and broadcast on an out-of-home TV screen in Tsim Sha Tsui near Chungking Mansions.Both videos garnered over 30,000 and 10,000 views from Hong Kong users respectively over the past week.The campaign's ads were also placed on out-of-home billboards and bus bodies.On the social media front, the brand has launched a Facebook activation game where it asks users to guess a message of love uttered by a female character in a short video, where apart from music, the sound is turned off.After liking the brand’s Facebook page, the user is asked to like and share a post about the contest on Facebook, publish his or her post to the page and tag their significant other. Cash coupons and lipsticks are offered as incentives.“We want to transform the Revlon Facebook page into a platform for messages of love. Two or three years ago, we started moving towards the role of a facilitator and encouraging people to generate and contribute content to our platforms,” Chu said.“It’s not enough to just broadcast our voice and our content in a one-directional way. Instead, we should be having a two-way dialogue in our marketing campaigns. User-generated content also resonates more with people and encourages them to participate and share the content with others.”[gallery link="file" ids="84680,84681,84682"]The realisation of the importance of user-generated content came from the brand's Kissable campaign around three years ago, when the Relvon Hong Kong team created a contest asking people to share kissable moments in the form of text or images.“We received amazing content that caught us by surprise, such as a photo snapped by a father when his son gave the mother a quick peck on the cheek. Another submission was of a couple sharing a secret kiss,” Chu said.“In that campaign, messages about the product went viral very quickly. It goes to show that if your content clicks with people, they will share it."The Love Is On Facebook game represents the first wave of digital marketing initiatives by the brand, which has tentative plans to unveil more digital initiatives in the middle of this year.Another part of the global Love Is On campaign is the Global Love Beacon, where digital images are broadcast on a screen outside Times Square in New York. A photo booth was set up by the brand near Times Square for New Yorkers to get their photo taken on location.Meanwhile, Twitter and Instagram users around the world can submit their photographs to be broadcast in New York with the hashtag #LoveIsOn.[gallery link="file" ids="84662,84663,84665"]“We are increasingly using digital to market our brands and products because young people use this medium. Digital marketing allows us to build awareness, engagement, loyalty and affinity to our brand,” Chu said.“Digital spending has starting to plateau in the skincare industry. More resources within existing budgets are being invested in digital content and advertising. Consistent with this trend, we will maintain our current level of activity in digital advertising and marketing.”