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Revlon Unveils Breakthrough Advertising Campaign; Campaign Features Revlon Spokespeople Halle Berry, Julianne Moore, Eva Mendes, Jaime King

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Revlon Unveils Breakthrough Advertising Campaign; Campaign Features Revlon Spokespeople Halle Berry, Julianne Moore, Eva Mendes, Jaime King Revlon Unveils Breakthrough Advertising Campaign; Campaign Features Revlon Spokespeople Halle Berry, Julianne Moore, Eva Mendes, Jaime King. Four Women. Four Stories. One Feeling. April 2, 2004 NEW YORK--(BUSINESS WIRE)--April 2, 2004--Continuing decades of leadership and innovation in beauty, Revlon(R) (NYSE:REV) announces the launch of a new integrated advertising campaign. Through the art of storytelling, the campaign brings the brand's "confident sexy" positioning to life, and creates an emotional connection that underscores the way women feel about using Revlon's beauty products. This global, multi-media campaign was created by Revlon in collaboration with the Company's agency of record Deutsch Inc., and will feature traditional and non-traditional media placement in print, television, theatrical, outdoor and Internet venues. For the first time, Revlon's celebrity spokespeople, Halle Berry, Julianne Moore, Eva Mendes and Jaime King, will be featured together in one campaign. "Beauty is equal parts science and dream. Consumers tell us that they love our products because of what they do, and how they make them feel," shares Stephanie Klein Peponis, Executive Vice President and Chief Marketing Officer. "This advertising campaign makes you want to feel the way Halle, Julianne, Eva, and Jaime feel - confident, sexy, wonderful." A story in four parts, the campaign follows moments in the lives of four distinctive women, and the co-starring role of their favorite Revlon products. From a bookstore to a flower market to a hotel suite, the individual stories intersect as each woman receives a message and embarks on a journey. The campaign epitomizes the individual beauty and confidence of these women as they go from place to place, experience to experience, drawing in the viewer and connecting them to the story. Key elements that convey Revlon's heritage and association with the color red - Julianne Moore's red umbrella, Eva Mendes' red bicycle, Halle Berry's long red leather gloves and Jaime King's red book - are playfully intertwined within the story. The richly layered and sensuous mood culminates when each woman arrives at a shared destination. "Revlon has a great heritage of glamour, sexiness and confidence," states Kathy Delaney, Managing Partner and Executive Creative Director of Deutsch Inc. "Revlon wanted this new campaign to embody all those core equities but strongly emotionally connect with women today. In a sea of sameness where everyone else is mired in the claim game, the campaign breaks the mold and connects with consumers in a way nobody else is," concludes Delaney. REVLON BRANDING CAMPAIGN INCLUDES: Television & In-Theater: The television and in-theater campaign will deliver the Revlon "confident sexy" message while positioning the brand as "hero," and the product as co-star. Beautiful product images, as well as illustrated product benefits, are woven into each spot in a way that is organic to the storyline. For example, Halle's Colorstay Overtime Lipcolor doesn't come off on her cup, and Eva's ColorStay Stay Natural Makeup is untouched by her fingertips and the falling cherry blossoms. Commercials in :30 and :15 second spots will begin airing April 5, 2004 on national television and cable networks. A two-minute mini-movie will air during the season premiere of the ABC television series "The Bachelor" on April 7, 2004. The four-part television campaign, directed by Academy Award nominated director and writer Scott Hicks, will air in its entirety in a two-minute mini-movie format in theaters - kicking-off in New York City on April 2nd and rolling-out nationwide on April 23rd to the top 10 markets including Los Angeles, Dallas, Boston, Philadelphia and Chicago. The highly seductive music for the campaign is "Bellisimo" by San Ilya. Print & Outdoor: The print campaign was shot by legendary fashion photographer Peter Lindbergh. The concept was to extend the cinematic image into a print campaign that would capture the mood and narrative of the television commercials. Notably, this is the first time in decades that four Revlon spokespeople appear together in the same campaign. The print campaign launched on April 1, 2004 on a billboard in the heart of Times Square, and will be there through the end of May. The billboard is a branded photograph that will feature all four of Revlon's celebrity spokespeople in a larger than life portrait overlooking Broadway. Print, with beautiful product shots and key benefits, will start appearing in May 2004 publications with insertions in approximately 15 beauty and lifestyle magazines. Products supported throughout the print, television and in-theater campaign include: Revlon Super Lustrous(R) Lipstick, NEW Super Lustrous(R) Lipgloss, LipGlide, LipGlide Sheer, ColorStay Overtime Lip Color, NEW Complexion One-Step Compact Makeup, ColorStay Stay Natural Makeup and Lash Fantasy Mascara. Internet: The campaign will be featured on www.revlon.com in early April. The print ads, two-minute campaign and information about the products used to get the beauty looks will be accessible on-line as well as the biographies of the director, director of photographer and photographer. On www.msn.com, the two-minute movie appearing in theatres will run when visitors first log on to the site. Revlon is a worldwide cosmetic, fragrance, and personal care products company. Web sites featuring current product and promotional information, as well as corporate investor relations information can be reached at www.RevlonInc.com, www.Revlon.com, and www.Almay.com. The Company's brands include Revlon(R), Almay(R), UltimaII(R), Charlie(R), and Flex(R) and they are sold worldwide. Deutsch Inc. is a full-service integrated marketing and communications company. Part of the Interpublic Group of Companies (IPG), Deutsch works with blue-chip clients including Revlon, Mitsubishi Motors of North America, Coors, Snapple, Novartis, Bank of America and Monster. Deutsch offers clients an array of services including advertising, direct marketing (directDeutsch), Interactive (iDeutsch), design (designDeutsch) and public relations, promotions, and events (Deutsch PR Promo Plus). Deutsch has offices in New York, Los Angeles, Chicago and Toronto. CONTACT: Revlon Public Relations Kerri Boersma 212-527-4718.
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