How do you get women to buy makeup? Through experimentation, of course — and to that end, Revlon is launching a major new digital program to encourage customers’ most social sampling.
Via a series of monthly challenges, the beauty brand’s Revlon Expression Experiment offers participants a new task each month, accompanied by a makeup tutorial from artistic director Gucci Westman. The whole program will take place, starting Monday, on Facebook. Participants are obviously encouraged to post and share their experience with friends.
Over the course of the next year, the project will be expanding globally, to South Africa, Australia, China and India. Though the challenges will be tailored to each country, international participants will be able to look through all the foreign slideshows for inspiration.
Kicking off next week, Revlon will be pulling out all the stops for the Expression Experiment — the brand’s ambassadors are all expected to contribute to relevant advertising, beginning with Halle Berry.