New York City-based cosmetics company Revlon is supporting its new “Fabulous” ad campaign with events staged in four markets featuring support from vodka maker Absolut and W Hotels.
“Absolutely Fabulous” parties will be held this month in Los Angeles, next month in New York City, in Chicago in August, and in Atlanta in September. The schedule includes one invitation-only affair boasting stars and local celebrities and three consumer shindigs in each market. Each event will feature Absolut cocktails, food from W chefs, and Revlon staffers sampling the new 30-SKU Absolutely Fabulous lip cream line.
The effort reflects the brandÕs new marketing strategy, “which brings a multi-dimensional experience to our consumers,” says Cheryl Vitali, executive vp-general manager with RevlonÕs Global Brand Equity Group.
Partners will put digital photos from the events on their Web sites. A supporting sweepstakes dangles a weekend at one of New York City-based WÕs 725 properties in 80 countries. Kirshenbaum Bond, New York City, handles the “Fabulous” ad campaign while its Lime promotion arm takes care of the events.
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