THE FIRST BEAUTY CAMPAIGN – REVLON, 1998

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In 1998, the global cosmetics company Revlon decided it was time to pay respect to their diverse  customer base, and announced the signing of a larger sized emerging supermodel to their roster of celebrity representatives.

Alongside faces such as Halle Berry, Cindy Crawford, Daisy Fuentes, Salma Hayak and Rachel Shane, the model Revlon choose featured in magazine ads and TV commercials shown during Oscar season for color foundation liquids and compacts, as well participated in Revlon events with her cohorts, such as Run/Walk for Women.  While the copywriting makes a laboured point on the subject of firsts, her signing to a cosmetics client of the size of Revlon was highly ground-breaking for the beauty industry, and a real coup for the plus size modelling industry.

“Emme has broken a lot of amazing ground since getting this contract,” said Gary Dakin, an agent for the 12 Plus division at Ford Models….Most of the work for plus-size models is still in fashion, he noted, not cosmetics. “I think everybody is waiting to see what Revlon does and what response they get.”

As the feel of makeup on the skin is often described in terms of comfort, it seems a short stretch to the message of being comfortable in your skin on the whole.

Ad agency: Unknown (1999)
Model: Emme

Video source: Youtube

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