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Revlon will feature new brand ambassador Gwen Stefani in digital content

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Ms. Stefani will star in digital content throughout the year

Revlon has named pop superstar Gwen Stefani as its latest brand ambassador, and plans to include her in a variety of digital-first initiatives—a welcome development in a consumer-packaged goods sector that is relatively lacking on mobile innovation.

One of Ms. Stefani’s first roles as a global brand ambassador for Revlon will be starring in the brand’s Choose Love campaign, which will begin running on broadcast, digital and social platforms later this month; Revlon’s mobile-optimized Web site is also offering behind-the-scenes content from Ms. Stefani’s campaigns in the coming months as the Choose Love campaign prepares makes a full departure with Ms. Stefani on board. The content is also being hosted on Facebook, Twitter, Instagram, YouTube and Snapchat.

"“We are thrilled that Gwen Stefani will be representing Revlon as a Global Brand Ambassador,” said Revlon President & CEO Fabian Garcia. “Gwen is a modern-day icon: a Grammy-winning artist, a trendsetter, an entrepreneur and loving mother. 

Choose Love
Ms. Stefani will appear in global multimedia campaigns across all media types including digital, in-store and social media. Gwen’s first beauty visual began appearing January 2, and her campaigns will continue to roll out globally throughout this year.

Even the least cynical observer can see why Revlon has chosen to incorporate Ms. Stefani onto its team—aside from her dominance in the pop charts going years back as a member of No Doubt, the singer has also achieved a huge degree of solo success in recent years, winning three Grammy Awards. 

In addition, Ms. Stefani bounced back from a high-profile divorce to an even higher-profile relationship with fellow coach on NBC’s The Voice, Blake Shelton.

Ms. Stefani has also dabbled in fashion design and entrepreneurship, which, keeping in mind her love of patent red lipsticks, make Revlon, and specifically the Choose Love campaign, a perfect fit. 

A still from Ms. Stefani's first announcement as a brand ambassador for Revlon

“Ever since I was a young girl, I have used makeup as a form of self-expression,” Ms. Stefani said. “I am passionate about makeup and how it can showcase your individuality and creativity. 

“Love has been a muse for my songwriting,” she said. “Revlon’s Choose Love message is an important one, and I am very excited for the opportunity to partner with Revlon and continue spreading this message of positivity and love.”

Beauty sector
The announcement is the beauty industry’s first major marketing development of the year, and the latest one in a series of celebrity and personality-driven campaigns in the sector.


And while the content has not been released yet, if Revlon would like to compete with any number of its competitors in beauty—which is a hotbed for creative—then it should push the envelope on mobile the way L’Occitane did for Singles Day, pushing out a Snapchat initiative loaded with shoppable ads (see story). 

And on the direct sales front, which still enjoys respectable success despite the rise of ecommerce, Mary Kay debuted a digital recruitment campaign called I Can last year which mirrored competitor Avon’s This is Boss Life campaign (see story).

"The versatility of these accomplishments demonstrates her message of female empowerment, one that strongly resonates across generations of fans,” Mr Garcia said.

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
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