Revlon seeks to heat up its brand recognition with new 'Love is On' marketing campaign

Markets Associated Press

Revlon is looking for love to spice up its brand recognition.

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The beauty products maker is launching its global "Love is On" marketing campaign, hoping to regain its lofty spot in the pecking order of cosmetic brands.

The campaign features television, print and digital ads, a social media push and an interactive Times Square billboard that lets people share "love moments."

The new campaign, announced Tuesday, arrives with the retailer facing growing competition from companies like L'Oreal and Estee Lauder.

There have been a number of new faces in executive offices at Revlon over the past year or so as the New York company has attempted to re-energize growth. Revlon Inc. named Lorenzo Delpani CEO last fall and also has changed chief financial officers and chief operating officers.