New Orleans’ Essence Fest – the largest annual U.S. celebration of Black culture – was the ideal venue for creating excitement around Revlon ColorStay foundation's inclusive breadth of shades.
Black consumers account for $1.3T in overall buying power, yet lack representation in the beauty industry. The power of representation can’t be understated – seeing people who look like you being celebrated as beautiful is an important signal of belonging that women of color unfortunately rarely see. Revlon embraced the power of acknowledgement, and set out to recognize the beauty of the Black community with an experience that would help all attendees feel seen and celebrated.
We tapped into Instagram culture and the “selfie installation” trend with vignettes made from hundreds of color-coded props that perfectly matched each ColorStay shade. This allowed Revlon to showcase the full line, educate attendees and celebrate the beauty of dark skin.
Revlon’s booth was one of the best-attended exhibits, with influencer Shalom Blac, a Nigerian-born burn survivor with 758k Instagram followers and 1.3MM YouTube subscribers, joining in the selfie sharing. Total consumer impressions topped 1,250,000 (attendance + social reach) in just over 6 hours.
- Experiential Activation
- Graphic Design