Revlon celebrates the art of seduction in film noir styled film by GPY&R

Revlon has leveraged its heritage of glamour and romance in a new film noir style content piece produced by GPY&R which makes a subtle nod to Fifty Shades of Grey.

The 90-second spot for the Love is On campaign is shot entirely in black and white, with the only colour the lipsick worn by the female character and set to a sultry jazz soundtrack.

https://www.youtube.com/watch?v=HLrVYUTqEug

Revlon marketing director Tracey Raso said: “Revlon has a rich heritage based on glamour, provocation, romance and passion. Our Love is On campaign is about leveraging that heritage, inspiring the imagination of love and delivering a strong emotional connection with women. Because when do women feel the most beautiful? When they are in love! 

“Online provided the right environment for the Patts team to disrupt and engage our audience and celebrate Revlon’s slightly more provocative side.”

Senior creative at GPY&R Kate Burt said: “The popularity of Fifty Shades of Grey this year proves the art of seduction has never been more relevant.  With director Ben Briand’s particularly sensual storytelling, we were able to leverage the prevailing mood out there.”

Credits:

GPY&R:

• Executive Creative Directors: David Joubert and Bart Pawlak
• Senior Creative: Kate Burt
• Head of Content: Elissa Maine
• Senior Account Director: Miranda Bryce

TV Production: Collider

• Director: Ben Briand
• Producer: Ainslee Wood

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics Campaign creative Fifty Shades of Grey GPY&R makeup Revlon

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Comments: 1

In my opinion 13 Apr 15

This marketing strategy is now clear taking into account the 50 shades of grey popularity.
I’m a huge fan of Revlon and I’ve been using their products for a long time. I admire the way they select strong brand ambassadors, i.e. Emma Stone, Halle Berry, who are not just known for their exterior beauty, but also regarded for their demeanour/ personality.
However, for me personally, this marketing strategy makes the Revlon brand sleazy and cheap. In my opinion, cosmetics should be empowering to women and should be marketed in a way that reflects this.

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