Revlon and Google get together for Valentine’s Day love-in

By Andrew MCDOUGALL contact

- Last updated on GMT

This reporter couldn't resist having a go... in the name of research...
This reporter couldn't resist having a go... in the name of research...

Related tags: Cosmetics

The cosmetics company and the search provider announce a unique collaboration to launch animated, shareable Valentine’s Day e-cards powered by Google technology to capitalise on the emotive holiday.

With the new campaign consumers will be able to create a personal Valentine’s Day .GIF allowing them to send bespoke messages of love to someone special, making each consumer part of Revlon’s worldwide LOVE IS ON movement.

And the make-up manufacturer’s marketing efforts to capitalise on the Valentine’s Day fuss and highlight their products in a fun way, has done well to impress the big-wigs at the digital behemoth.

“What Revlon has done is incredibly smart and incredibly cool,”​ says Brian McDevitt, Industry Director, Home & Personal Care at Google.

“This unique collaboration marries Google technology with the functionality and reach of our expandable engagements ads. It’s also the first time a brand has invited users to upload to and create content directly within an engagement ad.”

‘Smart’ advertising

Of course there is a product tie-in for the cosmetics company, as using Google technology consumers simply select their favourite Revlon Ultra HD Lipstick colour, upload an image of their Valentine (or themselves), and watch as a kiss is placed directly on their cheek.

The result is a shareable .GIF, with a special love note that can be placed on any social media channel - Facebook, Instagram, Google+, Twitter - or personal email.

“When we started the LOVE IS ON movement, we knew that Valentine’s Day would be an important date for Revlon as it is a global celebration of love,”​ said Martine Williamson, SVP of Global Marketing for Revlon Colour Cosmetics.

“Working with Google on this innovative .GIF is the perfect vehicle to spread the LOVE IS ON message in a personalized and special way.”

Consumers are also encouraged to use the hashtag #LOVEISON when sharing on social media for a chance to be featured on the Revlon Global Love Beacon in Times Square, New York.

Sharing the creations can be done through any of the Revlon expandable engagement ads across desktop, tablet and mobile on the Google Display Network.

This allows engagement to be simple and easy as consumers will not have to be redirected to another site in order to create their personalized Valentine message.

Related topics: Brand Innovation, Market Trends

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