Revlon Canada used bloggers to generate buzz about the new Revlon by Marchesa collection before it hit store shelves.
Marchesa, a high-end clothing brand favoured by celebrities, designed nail appliqués for its first of three collections. The “3D Jewel Appliqués” collection features intricate patterns and jewels inspired by Marchesa’s couture gowns.
While the global collaboration was born at Revlon’s head office in New York, Revlon Canada created a tailor-made PR program for the Canadian market. The company sent the product to a number of fashion and beauty bloggers who were invited to try the product and share their story on their blogs and social media networks.
“Revlon has done outreach with bloggers in the past, but in 2013, it has become a key part of our strategy, as they are growing influencers with incredible clout and authentic voices consumers can relate to,” said Lisa Gerardi, communications manager at Revlon Canada.
“Leveraging our relationships with the bloggers for Marchesa allowed us to amp up the buzz and create noise online in real time, so our target audience would get excited and begin to search for the appliqués in store after seeing the designs on their favourite blogs.”
Two more Revlon by Marchesa collections showcasing nail polish, lip and eye products, and beauty tools will launch later this year and in 2014.
“Our objective is to bring high fashion to the masses,” said Deborah Neff, vice-president of marketing at Revlon Canada. “We want to make it more attainable for the average consumer to have a piece of Marchesa.”
