Revlon launches new provocative film noir, part of its ‘Love is On’ campaign via GPY&R Sydney

Revlon has returned to its roots with a tale of seduction in its latest release of a mini film noir from George Patterson Y&R Sydney.

As an iconic brand since the 1930’s, Revlon acknowledges the importance of continually finding new ways to attract younger customers into the brand to grow market share.

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Says Tracey Raso, marketing director, Revlon: “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.”

Says Kate Burt, senior creative at GPY&R: “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.”

Agency: GPY&R Sydney

Producer: Ainslee Wood