REVLON SPECIAL FEELING – I DEFINE MYSELF CAMPAIGN
The Revlon Realistic Special Feeling brand had limited brand awareness and was declining in market share and sales volumes.
At the time, politics around black hair was at the forefront of South African news. The Ethnic hair care market was also undergoing major transformation, with natural hair styles gaining increasing popularity.
To reposition the Revlon Realistic Brand and create a 360 brand campaign that landed the new “Flawless Beauty Naturally” positioning statement.
The campaign objectives:
- Increase sales value
- Increase volume share
- To ensure that we create a relationship with our consumers within the natural hair sector of the haircare market.
- To entrench the brand within the consumers everyday life interactions.
We recognized that Revlon had an opportunity to go beyond being just a beauty companion. Instead of focusing on the brand, we created a platform where ordinary South Africans could have authentic conversations about their hair (natural or otherwise), and explore what it means to them.