Revlon

Total Makeover

Revlon is one of the most iconic names in beauty — synonymous with glamour, boldness, and a certain confidence that doesn't apologize for itself. But its digital presence hadn't kept up.

The challenge was to take all of that brand equity and translate it into a modern web experience that felt as iconic as the brand itself — while solving a genuinely complex structural problem: merging multiple separate websites representing Revlon's distinct product lines (beauty, nails, hair color, and beauty appliances) into one cohesive, user-friendly destination.

A total makeover, in every sense of the word.

Strategy

A Complete Digital Reinvention of Revlon.com

The redesigned Revlon.com wasn't just a visual refresh — it was a full reimagining of how the brand showed up online. The new site brought all product lines together under one engaging, editorial experience with video content and two tools that were genuinely new territory for a global beauty brand at the time.

The first was a TAAZ-powered virtual makeover — letting visitors try on looks digitally before committing to a product. The second was an interactive shade finder: visitors could select their eye color, hair color, and complexion, and the tool would generate a personalized range of product recommendations tailored specifically to them. Two different entry points into the same idea — that buying beauty products online didn't have to be a guessing game.

Both tools positioned Revlon as a brand willing to meet its customers where they were, with the technology to back it up. The site went on to receive five prestigious web awards and earned notable press coverage, including a feature in WWD — recognition that landed the redesign squarely in the conversation around where beauty and digital were heading.

New York Fashion Week — Giving Fans a Backstage Pass

Revlon's Global Artistic Director, Gucci Westman, was always behind the scenes at Fashion Week — creating the season's defining looks for designers including Rag & Bone, Luca Luca, Zero + Maria Cornejo, and Oscar de la Renta. The social strategy brought those backstage moments to Revlon's Facebook community through dedicated tabs highlighting each designer's looks alongside the exact Revlon products used to create them. Exclusive content that turned a brand page into a destination fans actually wanted to visit.

Product Launches with Real Creative Ambition

To launch Revlon CustomEyes Mascara, a Facebook landing page was built around Jessica Biel — using Flash to create a seamless visual demonstration of the two distinct looks the product could achieve. The page was paired with a Day to Night Giveaway Sweepstakes offering fans the chance to win a trip to Miami, combining product education with genuine incentive to engage.

Revlon Run/Walk — Philanthropy at Social Scale

The Revlon Run/Walk to Fight Women's Cancer campaign brought purpose and social media together at a moment when Facebook was still finding its footing as a marketing platform. Using Facebook's ad targeting — precise for its time — the campaign launched simultaneously in New York and Los Angeles, with a dedicated Fight Cancer tab that highlighted the Run/Walk event, provided registration links, and positioned Revlon as a genuine leader in the fight against women's cancer.

The response was extraordinary:

180,000 new Facebook fans in 24 hours, with over 5,000 wall posts in the same period.

Impact

Five prestigious web awards for the Revlon.com redesign — industry recognition for a site that introduced both the virtual makeover experience and a personalized shade finder to a global beauty brand for the first time, turning what had been a passive browsing experience into something genuinely interactive and personal. A WWD feature cemented the redesign's place in the broader conversation around beauty and digital. And then the Run/Walk campaign delivered something no award could quantify on its own — a demonstration that a beauty brand could use social media to rally a community around something that genuinely mattered. Both the platform and the philanthropy. At the same time.