Revlon Opens Eyes with Virtual Makeovers
Interactive and eye-catching (pun intended) mall events helped Revlon get women to try Fabulash mascara. Two towers with eight built-in flat-screen monitors flanked the event area, with djs providing the soundtrack. “Virtual makeover” kiosks allowed visitors to get an idea of what different makeup combinations would look like—colors were added to a digital image of their faces on computer monitors—and a large makeover salon served as the focal point of the space. There was, of course, real makeup, too: Beauticians administered eye-makeup makeovers and answered questions about Revlon cosmetics. Visitors walked away with their own beauty tip sheets and Revlon coupons.
To spread the word, Revlon sent branded SUVs to retailers and nightlife hot spots for “Fabulash on the Go,” from which street teams set up mobile makeover kiosks and dished out samples.
More than 400,000 makeovers were performed in all and 178,000 goodie bags were distributed. Mall surveys showed that 47 percent of responding attendees “definitely would buy” Fabulash the next time they shopped for mascara. That’s hot.