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| Revlon Announces Strategic Partnership With W Hotels and ABSOLUT |
Three Icon Brands to Deliver 'Absolutely Fabulous' Experience Nationwide Via
Multi-Dimensional Marketing Campaign
NEW YORK, June 12 /PRNewswire/ -- Revlon, Inc. (NYSE: REV) announced a
strategic partnership today with W Hotels and ABSOLUT to promote the brand's
new Absolutely Fabulous LipCream. Designed to generate excitement and
awareness with key influencers and trendsetters, as well as consumers across
the country, Revlon, W and ABSOLUT will host a weekly series of "Absolutely
Fabulous" parties in four key markets throughout the summer. The parties will
be supported by a multi-dimensional marketing campaign which will include an
interactive component and product sampling. LIME Public Relations and
Promotions worked in partnership with Revlon to create the concept and will
work in tandem with Revlon's corporate communications and marketing
departments on the execution.
"We are thrilled to be partnering with such icon brands as Absolut and W
Hotels," states Cheryl Vitali, Executive Vice President and General Manager,
Revlon Global Brand Equity Group. "This effort is in line with our new
marketing strategy which brings a multi-dimensional experience to our
consumers. The parties are a terrific way to introduce women to the brand and
to celebrate that it's absolutely fabulous being a woman."
"Absolutely Fabulous" Parties
The "Absolutely Fabulous" parties will be held in Los Angeles in June, New
York in July, Chicago in August and Atlanta in September. Each city will host
four parties -- an initial private party for key influencers such as
celebrities, local personalities and actresses, and three subsequent
consumer-oriented parties. Guests at each party will be invited to enjoy an
evening of indulgences including specially-created Absolutely Fabulous vodka
cocktails by ABSOLUT and a decadent, over-the-top menu created by
world-renowned chefs from the W Hotels. Guests will be encouraged to dress
"absolutely fabulous" and celebrate all summer long at these hip,
trend-setting parties. The theme of each event is "unabashedly indulgent" and
will reinforce Revlon's new "It's Absolutely Fabulous Being A Woman"
advertising campaign. In addition, Revlon Absolutely Fabulous LipCream will
be sampled at each party. E! Entertainment Television has been selected to
host the kick-off party in Los Angeles on June 12th.
Interactive Campaign
An online promotional campaign provides an additional element to the
partnership. Each of the partners' web sites will feature digital photographs
of party guests, event dates, locations and recipes for Absolutely Fabulous
cocktails and decadent food. In addition, a targeted email "blast" with an
invitation will be utilized to further promote the events nationwide.
"Absolutely Fabulous" Weekend Sweepstakes
Revlon and W have also created an "Absolutely Fabulous" Weekend
Sweepstakes which offers an all expense paid "weekend-for-two" getaway at a W
Hotel. Winners will receive round-trip airline tickets for two, two nights at
a select W Hotel, decadent meals prepared by celebrated W chefs, air and
ground transportation and a travel allowance.
"The synergy created by working with Revlon and W Hotels is exciting,"
says James Schleifer, director of marketing for ABSOLUT. "Celebrating
self-expression has always been an important theme for ABSOLUT. Here we are
extending this message to reach women and encourage them to try some creative
new ways to enjoy our products, particularly our flavored vodkas."
About Revlon
Revlon is a worldwide cosmetics, skin care, fragrance and personal care
products company. The Company's vision is to become the world's most dynamic
leader in global beauty and skin care. A web site featuring current product
and promotional information can be reached at http://www.Revlon.com. The
Company's brands include Revlon(R), Almay(R), Ultima(R), Charlie(R) and
Flex(R) and they are sold worldwide.
About W Hotels
The W Hotels are part of the Starwood Hotels & Resorts Worldwide, Inc.
(NYSE: HOT), one of the leading hotel and leisure companies in the world with
more than 725 properties in 80 countries and 120,000 employees at its owned
and managed properties. With internationally renowned brands, Starwood is a
fully integrated owner, operator and franchiser of hotels and resorts
including: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by
Sheraton, W brands, as well as Starwood Vacation Ownership, Inc., one of the
premier developers and operators of high quality vacation interval ownership
resorts. For more information, please visit us at
http://www.starwoodhotels.com.
About ABSOLUT
The Absolut Company, a business area within V&S Vin & Spirit AB, is the
brand owner and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON,
ABSOLUT KURANT and ABSOLUT MANDRIN. ABSOLUT is the third largest
international spirit in the world and is marketed in 125 markets. ABSOLUT is
made at the distilleries near Ahus, Sweden. The head office is in Stockholm.
SOURCE Revlon, Inc.
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CONTACT:
Caryn Lipchin of Revlon, Inc., 212-527-6012;
or Jennifer Vaccaro of ABSOLUT, 212-572-7951, or
jennifer_vaccaro@seagram.com; or Katie Meyer of W Hotels,
914-640-8247; or Erin Johnson of LIME Public Relations and
Promotions, 212-337-4004
