Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Revlon: "Blockbuster" promotional campaign will break this spring featuring a new product yet to be unveiled, as well as other restaged Revlon items, firm announces during a presentation at the Cosmetic, Toiletry and Fragrance Association annual meeting in Boca Raton, Fla., Feb. 25-28. Television spots will break in April, with print ads slated to roll out in May books, firm says. Campaign reflects Revlon's new ad planning strategy aimed at developing entire brand campaign at one time, firm says. Company recently announced new ads for the Almay brand would break this spring, featuring spokesmodel Elaine Irwin-Mellencamp (1"The Rose Sheet" March 1, 2004, p. 2)...
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Marketing In Brief
Almay: TV ads featuring spokesmodel Elaine Irwin-Mellencamp will break March 8 promoting Almay Clear Complexion Belmish Healing Makeup followed by spots for Almay Bright Eyes and Nearly Naked Touch-Pad Liquid Makeup and Blush. Print campaign, shot by photographer Dewey Nicks, will break in May in beauty and lifestyle books, Revlon division notes. Company announced last month it had signed Mellencamp to promote the brand (1"The Rose Sheet" Feb. 23, 2004, p. 7). Initiative is part of a strategy to focus on the Almay brand in the upcoming year. Mellencamp, a model and the wife of singer John Mellencamp, has appeared in ad campaigns for Ralph Lauren, Calvin Klein and Victoria's Secret and has been featured on the cover of more than 50 magazines...
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