Revlon appoints media AOR (Score 20)

Sales lead: This appointment may lead to additional agency hires, so reach out now. 

• Revlon named Horizon Media US and Canada media AOR in June 2023.
• The remit includes brand and performance media for Revlon's entire portfolio. 
• The agency will also help with customer loyalty programs, customer engagement, digital transformation, and product launches. 
• Revlon had been taking care of media buying in-house. 

Target demographic: Gen-X & millennial women

The company will likely:

• Revise media strategy
• Stabilize ad spend 
• Focus on improving the customer experience
• Make additional agency changes

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• Revlon:
  • YTD spend: Revlon spent about $10.6m on national TV ads YTD after not airing an ad during the same time frame of 2022. 
  • 2021-2022 spend: Full-year spend totaled $8.3m in 2022. 
    • It did not utilize this channel in 2021. 
  • Ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Murder, She Wrote, Vanderpump Rules, Mike & Molly, and The Real Housewives of New Jersey. 
• Revlon Hair Care (RHC): 
  • YTD spend: RHC has not aired a national TV ad yet this year. 
  • 2021-2022 spend: Full-year spend jumped from $118k in 2021 to $7.8m in 2022. 
  • 2022 Ad programming: It placed ads during programming such as Friends, Grey's Anatomy, Below Deck Mediterranean, Mike & Molly, and Family Feud. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Revlon spent nearly $6.5m on digital display ads YTD, a huge increase from $198.1k spent in this channel during the same time period of 2022. 
• YTD data: 778.2m impressions via Facebook (39%), Instagram (35%), YouTube (13%), desktop display (10%), and mobile display (1%).
• 2021-2022 spend: Full-year spend dropped from $8.8m in 2021 to $2.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, wired.com, and allure.com. 

**The above digital spend information includes all of Revlon's brands.**

Additional channel insights  

• Top podcasts sponsored: Stories from NPR: NPR, The BOB & TOM Show Free Podcast, StarTalk Radio, The Kyle & Jackie O Show, and Life Uncut. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Horizon Media: media AOR
  • Lippe Taylor: PR
  • In-house: creative