Revlon’s ‘Love is On’ sparks lipstick sales

In November 2014, Revlon president and CEO Lorenzo Delpani flipped the switch on a digital billboard in Times Square, igniting a new Revlon image under the logo, Love Is On. Delpani discovered the word love in Revlon, and that mantra now permeates everything the beauty firm touches.

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Consumers showed their love for Revlon’s lip products with sales of Revlon lipsticks — it is the leading brand in mass lipstick — jumping more than 15% during the 52-week period ended Nov. 1, 2015, according to IRI. And, Revlon Colorburst lipstick registered gains exceeding 300%. The campaign appears to resonate with shoppers. Revlon recently reversed sales declines with gains in its consumer segment of 6%.



Love Is On isn’t only about cash in the register — there’s a philanthropic aspect, too. The Revlon Love Is On Million Dollar Challenge has donated more than $4.1 million to numerous charities. The challenge is an online fundraising competition created to help organizations dedicated to women’s health issues.