Revlon’s newest brand ambassadors Emma Stone and Olivia Wilde are all coloured up for the upcoming 2012 ad campaigns sneak peeked by WWD . They report that Revlon’s 2012 color cosmetics lineup includes a number of innovations, including PhotoReady Airbrush Mousse, PhotoReady 3D Volume Mascara, ColorStay 16 Hour Eyeshadow, ColorStay Creme Gel, ColorBurst Lip Butter and ColorStay Longwear Nail Enamel.
In doing research on Revlon and the overall beauty consumer, Goldin found that the biggest unmet need in beauty is for the “colorful and complex woman,” one who tends be younger, who wears more makeup, who is more expressive with her makeup and who wears different looks. With that, Revlon aimed to tap into what this consumer wants to express and ultimately give her the tools to do that.
“It’s a much deeper positioning for us because it’s about giving her the tools, inspiration and encouragement to express herself, which should also give her more confidence,” said Goldin.
Seen here, Emma is representing ads for Lip Butter which present “playful, colorful expression. ” Whereas ColorStay Eyeshadow ads, now with a 16-hour lasting formula, express an adventurous spirit, and feature Wilde. ColorStay’s new LongWear Enamel features Halle Berry wearing a very sophisticated shade: “Amethyst” (not seen here). In essence, Stone’s ads are “very much about bold color,” Wilde’s ads feature a “vixen, temptress look,” and Berry exudes “confidence.”
Photographed by Craig McDean; makeup was applied by Revlon’s Gucci Westman, who also chose all the colors and shades for the ads.
In 2012 we will also see new prestige styled packing for many of Revlon’s new items, such as ColorStay Longwear Nail Enamel and PhotoReady Sculpting Blush Palette, created with Fabien Baron.