How do you communicate to an undecided nation the benefits of significant investment and a superior technological infrastructure?
You'd better start with a sophisticated website.

Big beauty brands were just beginning to make the shift from traditional offline advertising to digital strategies in 2008 when we met Revlon, so everyone was breaking new ground. Reborn's key challenge in establishing Revlon in the digital space, then, was to break away from the crowd.

Corner the market in relevance

We discovered during our initial landscape review that many of Revlon's competitors were taking direction from their international counterparts, leaving the Australian cosmetics market saturated with primarily American messaging.

"Revlon's opportunity to differentiate was to corner the market in relevance," says Sabir, Reborn co-founder and managing director. "Our goal quickly became to identify the gaps between the international experience and Australian women, and to launch a digital strategy for Revlon based on closing those gaps."

Product, consumer matchmaking

Consumer behaviour in the Australian market suggested a need to provide more detailed information about individual products among Revlon's makeup ranges and special collections. What are the unique benefits of Revlon Grow Luscious™ Mascara versus Revlon LashFinder Mascara? Which foundation is better for my skin type, PhotoReady™ Makeup or ColorStay Stay Natural™ Makeup?

By breaking down the brand's vast offering into distinct benefits, the beauty concerns they address, and the differences in how they're made, Revlon could build brand awareness and preference among new customers and generate greater loyalty among their existing consumer base at the same time.

These insights were fundamental in designing an integrated digital communications and media strategy for Revlon, including product microsites to support their existing flagship website, as well as mobile, social media, email and banner advertising components. Upon this framework we've revisited our research and built product launch campaigns, acquisition and loyalty initiatives, and educational experiences over time.

Always looking for new ways to connect

Digital is now a cornerstone of Revlon's marketing strategy, and Reborn continues to work with the brand to find new ways to connect with consumers. Given the sheer volume of Revlon products, it's also critical to maintain consistent and relevant messaging across all channels, so we've developed best practices and style guides to assist their in-house digital team.

"As their key digital partner, it's our business to understand Revlon's business," says Sabir, "so our consumer research is ongoing. With more than 200% list growth since 2009, Revlon the brand has a rich and responsive consumer panel at their fingertips."