WorkPOSTED December 15, 2014

Revlon ‘LOVE IS ON’ launch

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To help unveil REVLON LOVE IS ON, an exciting new launch of the iconic cosmetics brand and its first global tag line in over a decade, APEX PR brought love to life by creating a beautiful, imaginative experience for consumers – which was both exciting and romantic – for the global launch on November 18, 2014.

Yonge-Dundas Square was transformed into a ‘Path to Love’ invigorated with dramatic lighting,  custom greenery and rose walls, and at the centre of it all, was the beacon of love – a large-scale 3-D heart installation at the core of the consumer interaction.

Consumers were invited to experience beauty, to feel inspired and encouraged to pursue love, with Revlon at the heart of it all.

Love ambassadors and attractive firefighters flooded the square to engage consumers, lipstick stations with makeup artists provided touch-ups, photo booths with social media posting pods captured the love, and high value prizing was presented.

Amongst all this, hundreds of fresh long-stemmed red roses were given out as a symbolic ‘calling card,’ further piquing interest outside of the square as passersby saw roses in-hand.

A coinciding event for beauty media also took place on site in a styled VIP space to present beauty editors and freelancers with the new brand positioning and launching a range of new Revlon products.

In the theme of expressing love – specifically flirting – media learned how to use their faces and bodies to communicate with the object of their attraction from relationship expert Kimberly Moffitt. Jacquie Hutchinson, Revlon product expert, shared how Revlon makeup can enhance their flirt and revealed the new product launches for media to explore, touch and feel.

Top beauty & fashion and lifestyle media outlets in attendance included Flare, Fashion, Canadian Living, Chatelaine, Glow and eTalk. Attendees also shared their love by tweeting with #LOVEISONCA.