The mass beauty category is struggling, losing market share to more nimble upstarts and specialty retailers, losing relevancy with Millennials.

Despite a rich history and strong brand awareness, Revlon needed to differentiate in the space while staying true to their LOVE IS ON ethos. Having secured an Amazon partnership in the form of 10 million branded boxes (plus a suite of digital media from Amazon's robust ad network), they asked us to pitch package design. We gave them a brand campaign that resulted in unprecedented brand engagement, UGC, and earned media.

Using the Amazon packages as an opportunity to allow consumers to (re)define “love,” an antiquated term the brand was struggling with, we also encouraged consumers to share their definition of love on their social platform of choice. And spread more love in the world.

And if you weren’t one of the lucky 10 million to receive a Revlon branded Amazon box, you were not left out. Social content prompted people to share their #LoveIn3Words using either their Amazon box or the brand’s custom image generator tool.

What we saw from consumers validated our intuition: that the brand’s definition of love, with a focus on romantic love, was outdated and irrelevant to today’s consumer. We saw an audience defining love mostly as love for their family, friends, and pets, LGBTQ+ pride, self love and self-care. We couldn’t completely walk away from the brand’s tradition of romantic love, but we tied in these new themes in our digital video, giving our clients the step toward a new interpretation of “love” that the brand as a whole could continue to move toward.

The campaign generated so much excitement, spurring the creation of over 10 thousand pieces of original user generated content, and counting as well as over earned media from publishers like Bloomberg, Nasdaq, Forbes and BizJournal.