Revlon launches celeb-fuelled ‘Love’ campaign

Revlon is using a love-centric marketing approach for its third year consecutively, enlisting the likes of Lady Gaga, Pharrell and Ellen DeGeneres to market their latest campaign: The Love Project.

The goal of the campaign is to encourage people to express what love means to them. Revlon senior vice president of marketing, Carlos Barretto, said The Love Project is also: “The beginning of a social movement which aims to inspire more love, acceptance and caring in the world.

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“At the heart of this campaign is the belief that all people are beautiful and that love can create a better world.”

Furthermore, Revlon senior vice president of corporate communications and corporate social responsibility Pam Alabaster has said that, “The new dimension of The Love Project shifts the brand’s platform out of romantic love and more into the positivity of love and the uniting and optimistic aspect of love.

“It’s an extension of the ‘Love Is on’ campaign. The Love Project reflects the brand’s belief in the power of love and the diversity of beauty, and it’s really a social activation campaign, which encourages… consumers to personalize and express what love means to them and then to share it with others.”

Lady Gaga will be launching the campaign exclusively on Thursday through her social media channels.