Press Release – February 23, 2017 (New York, NY) – The Love Project, a new social activation campaign whose mission is to address the need for love in the world, and to amplify and inspire love, was unveiled today. With its untapped potential to unite, the campaign is based on the view that love is the foundation for a happier, more beautiful world.
The Love Project is an extension of Revlon’s Love is On campaign, which launched in 2014, and reflects the brand’s belief in the power of love and the diversity of beauty.
This is the beginning of a social movement campaign that will continue through upcoming collaborations and calls-to-action to spread more love in the world. The campaign previews with a 30 second video, featuring “Million Reasons” by Lady Gaga, posted exclusively on the singer’s social channels. This video will be followed by a commercial spot directed by Brett Ratner and starring Lady Gaga, Pharrell Williams and Ellen DeGeneres, that will air during The 89th Academy Awards broadcast on Sunday, February 26th. The commercial will initiate a call-to-action to help spread more love in the world, inviting anyone who is inspired by love to visit theloveproject2017.com and create custom, shareable content that symbolizes what love means to them with the hashtag #Lovein3Words.
Visitors will also be invited to support Born This Way Foundation, From One Hand to AnOTHER, The Trevor Project and/or the Women’s Heart Alliance (the “WHA”), all founding not-for-profit partners of The Love Project.
“The Love Project is the beginning of a social movement which aims to inspire more love, acceptance and caring in the world,” said Carlos Barreto, Revlon Senior Vice President Marketing. “At the heart of this campaign is the belief that all people are beautiful and that love can create a better world.”
Revlon has committed one million dollars in combined charitable contributions to the following founding not-for-profit partners; WHA, which is dedicated to women’s heart health, to Born This Way Foundation, which is committed to building to a kinder and braver world by empowering young people, From One Hand to AnOther, which aims to provide at risk kids with educational tools and resources, and to the Trevor Project which provides crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender and questioning (LGBTQ) young people ages 13-24.
In addition, to amplify the #LoveIn3Words message, Revlon has teamed with Amazon as the first-ever beauty company to do a shipping box takeover. Select Amazon fulfillment centers are shipping customer orders in Revlon-branded boxes featuring the #LoveIn3Words call-to-action for a limited time.
Consumers can join the Love Project movement by visiting theloveproject2017.com to create their custom #Lovein3Words to post on their social channels, make a donation or inspire others to join in and help spread the love. As the campaign unfolds, consumers will learn more ways in which they can choose love and inspire others to do the same.
About Revlon:
Revlon is a global cosmetics company regarded as an industry innovator and color expert. Revlon’s LOVE IS ON brand mission and CHOOSE LOVE campaign help empower and inspire women around the world to be proactive in choosing and celebrating love. Founded in 1932 with revolutionary opaque nail enamel, Revlon today offers consumers in 130 countries and territories a range of superior mass market color cosmetics for the face, eye and its heritage lip and nail. The Revlon portfolio includes Revlon ColorStay™, Revlon PhotoReady™, Super Lustrous™ and Ultra HD™.
About Born This Way Foundation:
Led by Lady Gaga and her mother Cynthia Germanotta, Born This Way Foundation was founded in 2012 to support the wellness of young people and empower them to create a kinder and braver world. To achieve these goals, Born This Way Foundation leverages rigorous academic research and authentic partnerships in order to provide young people with kinder communities, improved mental health resources, and more positive environments – online and offline. Learn more at: https://bornthisway.foundation
About From One Hand to AnOTHER
From One Hand To AnOTHER Inc. (FOHTA), is a 501C3 Not for Profit Organization that was established by Pharrell Williams in 2008 in his hometown of Virginia Beach, Virginia. FOHTA began its community outreach with a school supply giveaway, and over the last 9 years it has grown into a six-week summer camp program that reaches over 1,000 predominately at-risk and low-income students in grades two through eight. Our mission is “To change the world one kid at a time by providing them the tools and resources to meet their unique potential.” – Pharrell
FOHTA’s vision is to expand educational opportunities to empower our participants through fun, project- based learning; while inspiring curiosity and increasing their enthusiasm for learning. For more information, please visit FOHTA.org.
About The Trevor Project
The Trevor Project is the leading and only accredited national organization providing crisis intervention and suicide prevention services for lesbian, gay, bisexual, transgender and questioning (LGBTQ) young people under the age of 25, and provides a wealth of educational resources for youth-serving adults. For more information please visit http://www.thetrevorproject.org/
About The Women’s Heart Alliance:
The Women’s Heart Alliance (WHA) was formed to raise awareness, encourage action and drive new research to fight women’s heart disease. It’s a unique collaboration between two of America’s leading medical institutions—the Barbra Streisand Women’s Heart Center at Cedars-Sinai Heart Institute and the Ronald O. Perelman Heart Institute at NewYork-Presbyterian Hospital/Weill Cornell Medical Center—and two major philanthropists and leaders in business and entertainment, Barbra Streisand and Ronald O. Perelman. Learn more at www.womensheartalliance.org, and on Facebook @Womens Heart Alliance, Twitter @WHA and Instagram @womensheartalliance.
