Revlon is emphasising its commitment to growth in travel retail with a new Travel Retail Exclusive programme, rolling out this month.
The programme includes new packaging designed exclusively for travel retail which aims to reflect Revlon’s ‘Live Boldly’ ethos. The Instagram-style packaging moves away from Revlon’s iconic black colour and has been reworked in white.
Revlon’s best-selling lip cube, also now in white packaging, is available with almost all of Revlon’s airline partners. According to the brand, close to 1,000 pieces a month are sold on Korean Air.
Revlon Vice President of Global Travel Retail Brand Marketing Mary Beth Mazzotta said: “We wanted to go modern with the packaging and bring in the infusion of white. We also came up with new names like Flirty Lips and Kiss Me Lips. Through the packaging we can tell the story of what is inside and it’s very clear which products you’re getting and that it’s a travel retail exclusive.”
The Live Boldly campaign features Hollywood icon Gal Gadot and Brand Ambassadors Ashley Graham, Adwoa Aboah, Imaan Hammam and Raquel Zimmerman. The campaign provides a platform from which Revlon celebrates the diversity of beauty and inspires women to Live Boldly with expressions of passion, optimism, strength and style.
Mazzotta commented: “The new Revlon Live Boldly brand campaign and vision has a lot of energy and confidence in colour so we wanted to translate that into our new set packaging and point-of-sale experience. We changed our travel retail-exclusive packaging to make it visually impactful by using vibrant colours and photography with the objective of enticing and engaging new and existing customers.
“We want to ensure we stand out at the point-of-sale and we have worked hard to offer an assortment that caters to various travel retail consumer shopping patterns” – Revlon Vice President of Global Travel Retail Brand Marketing Mary Beth Mazzotta
[Click to watch the Live Boldly ad campaign]
“We want to ensure we stand out at the point-of-sale and we have worked hard to offer an assortment that caters to various travel retail consumer shopping patterns. We know travel retail consumers expect options and we want to give them our best sellers and formulas in value sets, bonus offerings and lower price point impulse items as a way to introduce them to the brand and become lifelong loyal customers.”
Revlon has a broad customer base globally and, according to Mazzotta, while the aim of the campaign is to recruit younger consumers, the intent is not to alienate existing ones. “It’s about enticing existing customers and attracting new ones,” she said.
The new programme will serve as the first step in a three-growth plan to enhance current distribution and to expand in regions and countries where Revlon is not available in travel retail.
Revlon, Inc Global Travel Retail Vice President and General Manager Stephane Bonnet said: “The Revlon brand has tremendous brand equity and awareness. We see demand in areas that have not been pursued and we plan to take a very strategic approach over the next three years to follow the consumer and open pockets of business where we know can be successful. When we speak to retailers they are very receptive to the brand and we are currently in discussions with key retailers to establish distribution and or growth plans.”
Bonnet added: “As we look ahead in 2018 we will focus on rolling out the new set programme, maximising the airline listings channel where we have a high penetration and developing a ground and cruise/ferry plan that will put the Revlon brand back in the consumers’ shopping plans.”