Jolorie Williams said instead of doing an “official launch” for its Lottabody Style Collection, Revlon Pro decided to “focus on consumers and influential women” instead.
While Lottabody products were well known in the early 1990s for its setting lotion, Williams, vice president of multicultural marketing at Revlon Pro, said the brand wanted to revamp its line with a “month-long digital campaign” which was dubbed “My Style Matters.” Lottabody products for natural and relaxed styles has a new look and feel, infused with coconut and Shea oils.
And according to Williams, for the month of November, each day a well-known or inspiring woman who is making strides in the beauty industry was chosen as an ambassador to share her “My Style Matters” moment in a 15-second video on social media site Instagram. Williams said the process is a great way to not only gain consumer feedback, but also a way to “celebrate textured hair.”
“Instead of doing an official launch event when we announced the new Lottabody Style Collection in June, we focused on getting the products into consumer hands in order to get direct feedback from them,” Williams said. “We wanted to do something to celebrate the collection and highlight the brand’s re-entrance into the beauty space. So, instead of talking about how great the products are – and they are great – we wanted to shift the focus to consumers and influential women in the hair and beauty space and start a dialogue around the many different ways we choose to wear our hair.”
In addition to the ambassador videos, Lottabody invited costumers to also share a “My Style Matters” moment by uploading a photo or video. By participating, customers could win a Lottabody Style Collection, a $50 or $100 American Express gift card, or a Louis Vuitton bag. With a multitude of entries from customers and influential ambassador’s like We Are Onyx founder Delali Kpodzo, and Dear White People actress Ashley Blaine Featherson joining the campaign, Williams said it has been great to highlight the “varying degrees of influence” that both consumers and campaign ambassadors have on Lottabody.
“We selected a diverse mix of women that had diverse backgrounds with varying degrees of influence and diverse textures and styles of hair,” Williams said. “All of the women have been on our radar in one way or another and we thought this was the perfect opportunity to engage with them.”
Featherson, who is an actress and producer, said that she has grown up on Lottabody products and said that they “work wonders.”
“I love the rebranding and I am very happy to represent a brand I believe in so much. Hair is all about exploration and we all have different lengths, textures, colors, and finding the products that work for you is part of the fun,” Featherson said.
Kpodzo agreed and said the “My Style Matters” theme made her feel that her style and beauty beliefs “were important.”
“I was so excited to be selected to be an ambassador and even more excited to learn the theme of the campaign and I loved that it wasn’t “why I love my style,” but rather that my style mattered,” Kpodzo said. “I have very kinky hair that creates very tight, but beautiful, curls and to hear that such a prestigious legacy brand like Lottabody believes that my style, and my curls, mattered was an honor and a true testament to the beauty of my heritage.”
With plans to launch a new product in the Spring, Williams said the goal right now is to “listen and engage with customers.”
Lottabody is new to the natural hair movement so our goal right now is to really listen and learn more about what the consumer’s needs are and to make sure that we honor those with our products and our brand initiatives,” Williams said. “The important thing for consumers to know is that Revlon is paying attention and working diligently to provide products that match their needs.”
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