CHALLENGE

Revlon’s challenge was to standardize the content and materials at Point of Purchase (POP) across all countries in the LatAm region, seeking to unify concepts and generate brand consistency. Additionally, it was seeking to guarantee that during product launches, the brand was communicating accurately the products ingredients, benefits, and virtues to the consumer.

SOLUTION

We created Regional Toolkits with creative rationales approved by Revlon’s Global Team, and standardized the contents for all countries in the region, each adapted to their local language. We generated the list of mostly used creative pieces that could work for all countries and the different types of stores.

Finally, we prepared content for the independent product launch campaigns, synchronized with the content being produced for the digital channels.

RESULTS

Today all countries count with a standard communication methodology for Point of Sale, showing the brand’s support to local distributors, and their commitment to maintaining a consistent message and unified brand across markets.