Why Did Revlon Hire A Digital And Social Media Agency In South Africa?

When its peers are surging ahead with their digital initiatives, how can Revlon be left behind? Towards that end, the company has hired MediaCom, a leading global media communications specialist, to manage its digital and social media account in South Africa. With the progress made by companies such as L’Oreal and Estee Lauder to build up their online presence, it was only a matter of time for Revlon to follow suit. MediaCom will help Revlon by strengthening its brand presence in the South African market space through its numerous campaigns. They will specifically target the local millennial clientele.

Why Is South Africa An Important Market For Revlon?

According to estimates, the African beauty market currently comprises of around 100 million middle class consumers and there is a significant potential for greater growth with the rising workforce among women. The total value of beauty and personal care sales in 2016 in South Africa and Nigeria, the two largest African economies, amounted to ~$5 billion. The African market is growing rapidly unlike the saturated markets of Europe. The potential for future growth with a large part of it being contributed by younger consumers, might be the reason for Revlon’s focus in the South African market.

Post its Elizabeth Arden acquisition last year, Revlon has decided to not acquire any more companies in the near future. Instead, it will pursue a three pronged growth strategy in order to become one of the top 10 global beauty players. The strategies include: 1. Improving the relevance of its existing brands, 2. Expanding its presence in multiple channels and geographies, and 3. Optimizing its cost structures. Towards this end, expanding its digital and social media presence in one of the fastest growing beauty markets in the world seems to be in sync with Revlon’s growth plans.

What Are The Other Marketing And Digital Initiatives Recently Undertaken By Revlon?

Recently, Revlon has undertaken a number of initiatives to up its digital and marketing game. In February, Revlon partnered with Amazon for a campaign that featured co-branded shipping boxes and a social campaign that encouraged consumers to describe ‘love’ in three words. It roped in Gwen Stefani as its new global brand ambassador (Gwen has over 6 million followers in both Facebook and Instagram) and also hired four new social influencers in order to connect with the younger clientele. In the recently held Academy Awards, Revlon debuted The Love Project, a multimedia campaign featuring Lady Gaga, Pharrell Williams, and Ellen DeGeneres. The campaign is targeted toward socially conscious millennials and it received a huge positive response from the viewers.