Revlon Taps Amazon for First Marketing Blitz Since Arden Deal

(Bloomberg) -- Revlon Inc., making its first major marketing push since it bought Elizabeth Arden Inc. last year, is tapping Amazon.com Inc. and Lady Gaga to reinvigorate sales and better reach millennials.

As part of a campaign called the Love Project, the cosmetics maker will stamp its name on 10 million Amazon shipping boxes -- a bid to get out in front of more e-commerce shoppers. Revlon also is relying more on social media and other digital technology after years of losing ground to upstart brands.

“Digital is so important is to us as a company,” said Eunice Byun, vice president of global digital marketing. “That’s where the consumer is. That’s where she is talking to her friends, learning about new trends.”

Revlon Chief Executive Officer Fabian Garcia is aiming to generate $5 billion in annual sales within the next five years, up from about $3 billion now. It’s a tall order for a company digesting the unprofitable Elizabeth Arden business, which it acquired last year for about $800 million, including debt. Both companies have struggled to maintain market share in recent years -- a slide the marketing blitz is meant to reverse.

Revlon, controlled by billionaire Ron Perelman, also hired the founding editor-in-chief of beauty magazine Allure to revamp the company’s brands. Linda Wells began serving as chief creative officer last week, overseeing the look and feel of products.

The Amazon partnership will put Revlon and the slogan #LoveIn3Words on small boxes during February and March. The company also will appear in the music video of Lady Gaga’s song “Million Reasons” and a 30-second video directed by “The Revenant” producer Brett Ratner that will air during the Academy Awards on Sunday.

Revlon is now planning the second phase of the campaign, along with a spring marketing push for Elizabeth Arden, a brand more focused on fragrances.

“It comes down to connecting with our consumers wherever they are and however they want to connect with us,” Byun said.

To contact the reporter on this story: Stephanie Wong in New York at swong139@bloomberg.net.

To contact the editor responsible for this story: Nick Turner at nturner7@bloomberg.net.