The Revlon Professional Ethnic Products Division came to Rosica with ambitious goals that could only be achieved through an exciting, multifaceted campaign. It was seeking to boost U.S. sales, counter negative perceptions, improve employee morale and promote Revlon in Europe as well as South and Central America. Rosica implemented a multicultural public relations campaign that included international media outreach with language translations as needed into Spanish, Portuguese and French. The campaign involved customer-focused in-store promotions, publicity for special events, such as essay competitions, and celebrity look-alike contests. A wedding wish contest our agency executed featured the Grammy- and Dove-award winning gospel music singer and radio show host Yolanda Adams performing at the lucky couple’s nuptials. The winners were revealed with all the fanfare of a Publisher’s Clearinghouse-style announcement. Our agency recommended a new cause-marketing effort to improve Revlon’s image and we developed a partnership between Revlon and the Birthing Project USA, which attracted significant attention within relevant consumer markets.
In the first year, Rosica’s efforts produced more than 400 million media impressions as television, magazine and newspaper interviews were scheduled. Revlon’s image was enhanced through its association with the Birthing Project, which improved community and employee relations. Same-store sales increased and Revlon gained entry to additional retail outlets. The ethnic products division attracted the attention of the Colomer Group, which licensed Revlon’s mark. Our agency served as the agency-of-record for Colomer for four additional years.