From this season’s bold blue eye makeup to zesty tangerine-colored lips, summer is the perfect time to shake up your makeup. And, thanks to the Revlon Expression Experiment, there’s no better time than now to break out of your makeup rut and take the routine out of beauty.
Described as a digital initiative, the Revlon Expression Experiment, which launched early this week with its red lipstick challenge, is designed to encourage and inspire women everywhere to express themselves by experimenting with a new beauty look that they otherwise may have been too intimidated to try.
“Inspiring expressive women and daring them to step out of their comfort zone have always been at the heart of our brand,” explains Revlon Global Chief Marketing Officer Julia Goldin. “Through extensive consumer research and insight, we’ve learned that while women around the world are interested in innovative products, they are hesitant and need inspiration to express their inner selves.”
Through Revlon’s partnership with its global digital agency VML, consumers are able to log into Facebook, sign up for Revlon’s monthly beauty challenges, and post and share their completed Expression Experiment results with their friends and fellow Revlon Expression Experiment participants. Users can also invite their friends to join in on these challenges.
“This is the same original idea of expressing emotions, but it’s first person for the consumer. It is a way of showing instead of telling about something inspirational,” says Goldin.
“Harnessing true social engagement has become vital for brands as they seek to become an inherent part of the consumer’s life in a real and tangible way,” says Debbi Vandeven, chief creative officer at VML. “By creating a community where women can educate and express themselves and then inspire others to do the same, Revlon is also creating brand advocates. It’s a fresh and compelling way for Revlon’s key audience to engage with the brand that only a social platform like this can achieve.”
Participants are provided with a how-to tutorial from Revlon’s global artistic director and celebrity makeup artist Gucci Westman who will also guide them in selecting the appropriate Revlon shades from revlon.com. Inspirational videos created by female college filmmakers, weekly makeup application tips, photos, and product recommendations will also be posted under Revlon’s interactive Expression Experiment tab.
Upcoming beauty experiments include:
- A colorful eye challenge for August
- A daring nail design for September
- A vintage glamour dare for October
- A foundation-matching challenge for November
- A sparkle-and-shimmer look for December’s holiday celebrations
“Whether it’s venturing into the world of bold lipstick or trying this season’s trendiest nail art designs, women need to be challenged to take a chance with their beauty routine and try something different,” adds Goldin. “The Revlon Expression Experiment does just that.”
To get in on the Revlon Expression Experiment, visit Revlon’s Facebook page www.facebook.com/revlon and click on the “Expression Experiment” tab beneath the cover photo.