1 month ago
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Revlon is taking aim at a new audience: football fans. From February 6-8, the drugstore makeup brand will host a New Orleans pop-up in advance of Sunday’s Super Bowl, capturing the growing zeitgeist for sports and beauty partnerships.
The invite-only event will showcase Revlon makeup as well as products from other brands in the Revlon portfolio, including American Crew hair-styling products and Juicy Couture and John Varvatos fragrances, in an effort to reach both male and female demographics. Working in partnership with Athletes First sports management, Revlon plans to welcome up to 3,000 guests, including a mix of consumers, influencers, and wives and girlfriends of players.
For Revlon, the Super Bowl event is an entry point into the cultural conversation rather than a direct conduit to sales. Factors like Taylor Swift’s high-profile relationship with Kansas City Chiefs tight end Travis Kelce, who will play against the Philadelphia Eagles at Sunday’s game, have made the NFL relevant to a wider audience, including an increasing number of women. The 2024 Super Bowl was watched by 58.8 million women, representing a 9% increase and the event’s highest-ever female viewership.
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English (US) ·