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Revlon India leverages social to gain consumer insight

11-July-2013
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Revlon India leverages social to gain consumer insight

To understand the make-up habits of Indian women, Revlon India banked on social media. The brand gained crucial consumer data over the last few months and then launched a social campaign based upon those insights.

The campaign was initiated and executed by VML Qais.

One of the initiatives included VML Qais running a series of polls on the Revlon India Facebook page for over two weeks. The polls were conducted to better understand the mindset of Indian women and their attitudes and habits towards using foundation before their make-up.

The responses of nearly 75,000 Indian women were collected via these polls and the findings documented. The poll revealed that about 80 per cent of Indian women use their fingers to apply foundation, 40 per cent spend less than 15 minutes applying their make-up, and 80 per cent touch-up their make-up only once a day.

These findings were then immediately used to tailor a social media campaign. One among the social activity is that the agency has created a Vine video to promote a newly launched product called Revlon ColorStay Ultimate Suede lipstick. The lipstick is food-proof and that was needed to be highlighted visually. In the process of finding an innovative and engaging way to tell Revlon’s Twitter followers about the USP of the new lipstick, the agency created a custom Vine for Revlon.

Watch the video


Commenting on the campaign brief, Tripti Lochan, Chief Executive Officer – Asia, VML Qais said, “We were asked to create an engaging and exciting campaign across Facebook and Twitter to promote the new product being launched by Revlon called ‘Revlon ColorStay Ultimate Suede Lipstick’. The product is unique from other long stay lipsticks in the fact that it is actually food-proof. As this is a very powerful USP, we wanted to find an innovative way to present this to our consumers, so that it would be engaging as well as memorable. That is why we decided to develop a Vine. As it would be one of the first in the Indian market, we knew it would definitely get mindshare from our consumers and followers.”

Vine is just one of the components of the campaign. VML Qais also created a virtual fashion show called the ‘Ultimate Suede Show’ on Facebook where the products were revealed to the brand’s 550,000 plus fans.

“For our Twitter followers, we wanted to do something that would create impact and have recall value to promote the USP of the product. No other brand in our competitor set had ever done a Vine before, and so we decided to take the newness of this in India and use it to our advantage,” added Lochan.

VML Qais has run several campaigns across social media platforms for Revlon. The agency ran a series called ‘Color of the Week’ with tutorial videos on how to apply make-up in red, blue and nude shades. It promoted Nail Enamel via a ‘Nail Art Contest’ hosted on the Revlon India Facebook page. It also used the fan base to get consumer insights when launching the ColorStay Whipped Crème.

Revlon has really used the social media space innovatively. We are waiting for other brands to follow suit.

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