BEAUTY CARE

Revlon’s PhotoReady Candid collection gets star-studded campaign

BY DSN STAFF

Revlon is using some major star power in its new campaign.

The beauty company announced that brand ambassadors Gal Gadot, Ashley Graham, Adwoa Aboah and Eniola Abioro will be fronting the PhotoReady Candid collection’s “I Can. So I Did.” campaign.

PhotoReady Candid is a foundation that contains antioxidant, anti-blue light and anti-pollution benefits, vitamin E, protects the skin against environmental stressors and is formulated without parabens, phthalates, oils, synthetic dyes and fragrances, the company said.

“Our goal with ‘I Can. So I Did.’ is to inspire and spark a conversation where women are encouraged to be candid and unapologetic. We want to give women the confidence to be themselves and turn their potential into achievement — big or small — and motivate others to live boldly and hold nothing back,” Silvia Galfo, Revlon’s global brand president said.

The campaign, which is part of Revlon’s previously launched Live Boldly movement, encourages women to seize their moment by being true to who they are and not hold anything back, the company said.

In addition to featuring its brand ambassadors’ personal stories and candid advice, the campaign also will include a digital influencer side and a giveaway that will award one grand prize winner $4,000 in such prizes as a trip package for two to New York City, one-day mentorship with Revlon executives in New York City and participation in a photo shoot.

To enter, consumers must share a throwback tagged #tb of themselves, a proud accomplishment and use the #ICanSoIDid #sweepstakes hashtags, and tagging @Revlon to be entered.

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