Revlon has been using celebrity faces for decades. This new campaign by Emotive for Revlon Super Lustrous lipstick does too. It features Delta Goodrem, but in a whole new way for the brand that is much more authentic and so much more inspiring. Yes, there’s the classic Delta dressed to the nines with a professional make-up and hair finish, but there’s also casual Delta, looking “real” – an accessible Delta. The commercial has no voiceover extolling the virtues of Super Lustrous. Instead, it’s a music video. And it emphasises fearless self-expression as well as confident playfulness. The campaign is a turning point for Revlon, with its #strongerbolderfuture hashtag, as the first Super Lustrous campaign outside of the US.
If you look deeper, you see that each of Delta’s looks matches a lipstick – the fierce glamour of Fire and Ice. (Fun fact: the shade featured in a famous 1952 two page spread conceived by copywriter, Kay Daly, who went on to become vice president and creative director of Revlon in 1961.)
…the dreamy vintage vibe of Soft Silver Rose, the natural creative energy of Untold Stories, and the sassy confidence of Heartbreaker.
Delta Goodrem, commented,“We’re not one thing, not one moment. It’s about being your authentic self and having the confidence and freedom to embrace all the different sides of your personality and I think that’s an important message to convey.”
Amy Kingon Smith, head of marketing, Revlon, added, “The spot takes a less traditional path for a lipstick commercial, to be more light-hearted and to embrace change by celebrating the multiple facets of women. With a nod to Australian settings, it is important for Revlon to relate to the Australian consumer and not take ourselves too seriously.”
Tiara Valder, creative director, Emotive, stated, “This is the second Australian spot we’ve created for Revoln, and we are so excited to be working with this iconic and modern brand. The first spot introduced Delta as a REVLON ambassador, how she encapsulates the Revlon Live Boldly ethos. Now it is time to tell the Super Lustrous story. We wanted to create something playful and bold and joyous for modern Australian women, exploring the different aspects of ourselves that this iconic lipstick embodies and emboldens with the perfect in-the-moment shade, all 54 of them.”
Credits:
Client: Revlon
General Manager: Kaitlin Rady
Head of Marketing: Amy Kingon Smith
Senior Brand Manager: Lucy Robinson
Head of Creative: Bree Shearer
Creative Agency: Emotive
Creative Directors: Tiara Valder & Jo Swan
Chief Executive Officer: Simon Joyce
Strategy Director: Anna-Claire Clendon
Business Director: Molly Rugg
Account Manager: Sara Haddock
Head of Production: Hayley-Ritz Pelling
Senior Producer: Aja Sandoval
Senior Editor: Sam Gadsden
Production: Photoplay
Director: Sarah Adamson
Senior Producer: Bonnie Fay
Still Photography: The Kitchen
Photographer: SImon Lekias
Retouching: CaptureLab
Online: The Editors
Colour: Matt Fezz
Audio: Electric Sheep
