Initiative wins global account for Revlon

Brands include its drugstore cosmetics brand, Almay, Mitchum, an array of fragrance brands and more.
Revlon Live Boldly

IPG Mediabrands has confirmed that its agency, Initiative, has won the global account for cosmetics giant, Revlon. Initiative Canada will handle local business.

Revlon launched its global media review this past spring. Incumbent Mediacom (which had held Revlon’s North American business for seven years and global business for one year) did not participate in the pitch.

Revlon’s brands include its flagship drugstore cosmetics brand along with Revlon ColorSilk and Revlon Professional, American Crew, Almay, Mitchum, Cutex and fragrances Elizabeth Taylor, Britney Spears, Juicy Couture, Curve, John Varvatos and Christina Aguilera. It acquired luxury beauty giant Elizabeth Arden in 2017.

It recently launched a North American “Live Boldly” campaign for its flagship cosmetics line, which was largely led by TV. Canadian-specific efforts for Revlon in recent years have included a Toronto FC sponsorship for its men’s grooming brand, American Crew and a Timeplay-based activation in cinemas in 2015.

In April, Revlon tapped OverCat Communications as the public relations AOR for its professional brands division.