afaqs!

Revlon provides choices to Indian women

By Satrajit Sen , afaqs!, New Delhi | In Digital | December 23, 2013
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The 13-month campaign seeks to build a platform for women to freely express their opinions on various issues of life.

A woman's life is defined by the 'choices' she makes and firmly stands by. With all the daily dilemmas and challenges that an Indian woman faces, Revlon, in a bid to offer a platform that is an ode to her individuality and celebrates her views, has launched a digital campaign called 'Choices by Revlon.'

Choices by Revlon campaign

Choices by Revlon Facebook App

Deepak Bhandari

Through this engaging new campaign, the brand claims that it re-dedicates itself to its commitment of inspiring and encouraging Indian women to express themselves. The 13-month campaign seeks to build a platform for women to freely express their opinions on various issues of life and much more with like-minded women from across India. It will pick a theme for discussion every month.

As a part of the campaign, Revlon India, on its Facebook page (https://www.facebook.com/RevlonIndia), will ask women questions about some selected topics. The answers will determine what kind of person the woman wants to be. Then, she will be asked to adopt a particular look which suits that personality. The page also hosts make up tutorials that will help the woman to attain that particular look.

The campaign started off on December 16, with the popular topic of Relationships, which was selected by Revlon India Facebook fans as one of the 13 most relevant topics they would like to discuss online. From choosing who to love, to whom she will commit to and who will be her life partner, the range will cover all issues that have a significant impact on a woman's life and on her individuality.

To share expert advice on the topic of 'Relationship', Revlon has also partnered with Madhuri Banerjee, successful author, blogger and a national award winner, as a relationship guru.

Speaking about the idea behind the campaign, Deepak Bhandari, marketing director, Revlon India, says "Women are anything but one-dimensional. Today's Indian woman is an active decision maker. She speaks her mind as this is how she expresses herself. After all, the beauty of being a woman is that she can be whoever she wants to be and she can also express herself in more ways than one. This campaign is our way to complement her beauty."

Bhandari adds that every day, women make different choices and Revlon, as a beauty brand, wanted to be a part of their decisions and choices every day. Besides, the campaign also tries to find out what the biggest challenges faced by the modern Indian woman are, which affect her individual choices.

The campaign is also being promoted on Twitter where the brand is hosting live chats with the experts, for example, Madhuri Banerjee (@Madhuribanerjee) on its brand page (@RevlonIndia) on the relationship topic, with the hashtag #AskRevlon.

In July, the cosmetic brand had used a Twitter video to launch the new product from Revlon: ColorStay Ultimate Suede Lipstick range. The brand used Twitter's Vine platform to launch the campaign.

Modi-Revlon is the alliance between the UK Modi Group and Revlon of USA. Revlon was the first International cosmetic brand to enter India in 1995.

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