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

Miranda Ward

April 13, 2015 11:57

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!

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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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1 COMMENTS

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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