Dive Brief:
- As more brands experiment with gaming integrations, Revlon has partnered with home design game Redecor to let users decorate their spaces using the shades of Revlon’s Super Lustrous lipstick collection, according to a Wednesday press release.
- In the game, players will be able to add Revlon’s lip shades to their virtual space designs in a “variety of exciting space design challenges,” according to the announcement. The game allows players to vote and give feedback on their favorite designs by other players.
- The two companies will add more of Revlon’s shades to the game in the coming months. Revlon is introducing a Valentine’s Day collection this month and a Moroccan Sahara collection next month.
Dive Insight:
Like Revlon, other brands have been searching for a pathway into the gaming world beyond in-game ads. As the metaverse and other new platforms arise, beauty brands like E.l.f. Cosmetics, Estée Lauder and L’Oréal are shifting marketing tactics to vie for Gen Z consumers, including leaning into TikTok, virtual avatars and mobile gaming. Revlon’s partnership with Redecor allows the brand access to consumers in a new environment.
“To celebrate the launch of our new collection of Super Lustrous lipsticks, we wanted to collaborate with a like-minded brand in the virtual space,” Martine Williamson, chief marketing officer for Revlon, said in a statement. “This is the first time we are collaborating with a mobile game, and Redecor is perfect for our foray into this digital world, given the crossover of design and beauty lovers who enjoy the game.”
The battle for new customers in the competitive beauty space is particularly critical for Revlon, which is rebuilding following a bankruptcy. The company, whose subsidiary brands include Elizabeth Arden, Almay, American Crew and Juicy Couture, filed for Chapter 11 bankruptcy protection in 2022, a move it made after accumulating more than $3 billion in debt. Last April, the U.S. Bankruptcy Court for the Southern District of New York approved the company’s plan to eliminate $2.7 billion in debt and obtain $285 million in new liquidity.
