Southeast Asia: Revlon remakes brand with $2m

The cosmetics brand has not grown as fast in Singapore - at eight to 10 per cent a year compared with three times that in Malaysia, according to Ong Chin Lay, Alliance Cosmetics marketing manager.

Alliance bought the distribution rights for Revlon four years ago and has "quietly" been rebuilding the brand since. About S$2 million (US$1.17 million) has been spent to upgrade Revlon counters in Malaysia, Singapore and Brunei, and to improve service.

"We are ready," she said. "We want to be top of the mass cosmetics brands."

Ong added: "Singapore is a free market. In Malaysia you go through a process to get an imported licence. The market in Singapore is more fragmented as a result, with so many brands competing for attention."

She said this was why the campaign would also coincide with the introduction of Revlon's first lip gloss in the market. "This will send across the message that the brand also appeals to the younger, fashionable people in the early 20s age group, not just the working women who go for good, sensible, value-for-money cosmetics," Ong said.

The print and TVC 'Bellissimo' campaign features four Revlon spokespeople, Halle Berry, Julianne Moore, Eva Mendes and Jaime King, in one commercial for the first time. It was created by Revlon in collaboration with the company's agency of record Deutsch, Inc. MediaCom handles Alliance's media.

The campaign delivers Revlon's "confident sexy" message, positioning the brand as the "hero" and the product as co-star.

Beautiful product images, as well as illustrated product benefits, are woven into each spot in a way that is organic to the storyline. For example, Halle's Colorstay Overtime Lipcolor does not come off on her cup. Commercials in 15- and 30-second spots have also begun airing this on terrestrial networks.

The print ads, TVC campaign and information about the products used to get the beauty looks are also available online.