Revlon, New York, launches its new Super Lustrous Haircolor line this month with a movie-theme campaign tied to the 25th anniversary of its sponsorship of the Academy Awards telecast. The "Shine Like the Stars" campaign breaks in February magazines; TV spots will follow in late February. In addition to the ad campaign from in-house agency Tarlow Advertising, Revlon is linking with United Artists for a promotion, to be supported with a movie trailer and lobby displays in 300 United Artists theaters nationwide. Revlon is banking on new-product introductions to lift its sagging sales in 1999.
Copyright January 1999, Crain Communications Inc.