Wieden & Kennedy (W&K) has been handed a brief to relaunch Revlon’s cosmetics and personal care range Almay in the UK.
It will be the first time Revlon has created UK-specific ads for the brand, which it acquired from Sara Lee in 1993. Advertising for the brand has previously been adapted from work created in the US.
The first part of the relaunch will break next month with an ad designed to generate awareness for the overall Almay brand, which includes skincare and cosmetic ranges, as well as personal care products such as deodorants.
The ad will stress Almay’s position as a hypo-allergenic brand that is gentle on the skin with the tagline “Colour that loves sensitive skin”. Subsequent ads will support specific products due for launch later this year.
First to be rolled out will be a self-tanning product called Almay Glow Healthy Self Tanning Lotion, which Revlon says is the only hypo-allergenic option on the market. The ad campaign, which has a budget of 250,000, will be supported by below-the-line activity, PR and retail promotions.
PHD buys media for Revlon, while W&K handles advertising for Revlon’s cosmetics range.