The American cosmetics maker Revlon repositions its brand in the UK market trying to increase its appeal to younger consumers.

The company plans to create a brand identity based on the concept of «modern glamour». It will also launch the £5 million marketing campaign with 75% of the budget allocated to the TV advertising.

To attract younger consumers to the brand Revlon signed up actress and model Jessica Biel as a global brand ambassador (we wrote about it earlier).

In addition, Revlon’s representatives confirmed that the company will launch its skincare range in UK as well as the hair-dye line called Colorist — the leader of the US market.

via Brand Republic