According to Revlon’s Global Brand President, Anne Talley, the brand’s new mission is to “support and encourage women to pursue their own dreams with confidence, strength, optimism, passion, and style.” In January, Revlon launched its new brand campaign, alongside new brand ambassadors, Adwoa Aboah, Ashley Graham, Imaan Hammam, and Raquel Zimmerman. The campaign was deemed groundbreaking for many reasons, including bringing together powerful women from different nations and diverse backgrounds. By signing model Ashley Graham, Revlon also became the first major beauty brand to sign a plus-sized model.
This is one of my favourite brand campaigns of 2018 so far, and as someone who has worked with and followed the Revlon brand story for years, I was very impressed with their new brand direction. It is real and relevant to where women are going. It’s always a win when brands evolve with us and embark on the journey to becoming the women of our dreams with us. As a means of giving the campaign local relevance, Revlon SA enlisted Luthando Shosha, Bontle Modiselle, Kim Jayde and Michelle Mosalakae as its local ambassadors.
Termed the Live Boldly Brigade, the four ladies excitedly shared their new TVC with their fans last week. “Today,we finally get to share a movement: that is the first of its kind in Africa! Four completely different and unique women showing little girls that it’s more than ok to be different – it should be CELEBRATED! Thank you REVLON for choosing us to be your brigade,” Kim Jayde said in a tweet to fans.
For the longest time, in order to be considered an “it girl” in South Africa, women needed to have a “certain” look. I’ve always admired women who stood boldly and chose to celebrate their individuality. A sad reality is that, being different often isolates women in the industry and brands overlook them for not having the “look”. It’s heartwarming to witness being true to yourself finally paying off. Well done to Revlon and the Live Boldly Brigade.