Cosmetic giant Revlon has announced the launch of a social video content campaign for its 24-hour ColorStay foundation, aimed at connecting with Millennials and conveying the fast paced 24-hour lifestyle they lead.
Developed by content agency Emotive, the campaign is titled ‘#GoSlay with ColorStay’ and features Aussie actress Isabelle Cornish.
In the two-minute video, Revlon challenges Cornish to put the ColorStay 24-hour long-wear foundation to the test and hit the streets of New York City.
The video sees cornish combing the vibrant streets as she attempts to seek out and photograph the women who were slaying it in their own way.
The catch? Unbeknown to Isabelle, her photos were put up on the big screen in Times Square.
Andrew Cameron, creative director at Emotive, said: “The #GoSlay with ColorStay platform was born from a desire to inspire and empower woman to make the most of every day by doing what they love and doing it well. We wanted to connect with their core target in a social, relatable and engaging way.”
Marisa Laria, senior brand manager at Revlon, said: “Revlon ColorStay foundation is absolutely iconic and has been the leader in long wear since the 1990s. However, there are Millennials who are unaware of the 24-hour technology. So, we wanted to create something that would cut through and appeal to a younger audience in a less traditional way.
“The campaign message, #GoSlay, is a challenge not only for our Millennial Isabelle but for all women to slay all day, push their limits, embrace their unique qualities and focus on their passions. So, I hope we have inspired women to do just this.”
The campaign is being rolled out out across YouTube, Facebook, Instagram, Tumblr, Snapchat and Twitter via both Revlon and Cornish’s social channels.