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Revlon kicks off ‘Live Boldly’ campaign

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Four new Revlon global brand ambassadors introduced

NEW YORK — Revlon has launched its “Live Boldly” campaign, including four new global ambassadors, who join “Wonder Woman” actress Gal Gadot.

In an event Wednesday night in New York City, Revlon introduced models Ashley Graham, Adwoa Aboah, Imaan Hammam and Raquel Zimmerman as its latest ambassadors.

The beauty care giant said they were chosen for the new campaign platform because they embody what it is to “Live Boldly.” Gadot was announced as a Revlon global brand amabassador earlier this month.

Revlon global brand ambassadors_Live Boldly

Models Achok Majak (far left) and Rina Fukushi (far right) flank new
Revlon global brand ambassadors Raquel Zimmermann, Ashley Graham,
Imaan Hammam and Adwoa Aboah for the Live Boldly campaign.

The multimedia Revlon Live Boldly campaign leverages social media, digital and in-person interactions to “engage, support and empower women through community building, catalytic experiences and inspiring conversations,” according to Revlon.

A top model and advocate, Graham has used her celebrity and voice to challenge conventional perceptions and inspire women everywhere, changing the industry’s perspective by creating a more inclusive definition of beauty, Revlon said.

“I am thrilled to be part of this timely and groundbreaking campaign with different types of women across races, ages and sizes and to leverage this platform to continue to create positive change,” Graham said in a statement. “To ‘Live Boldly’ is the mantra of my life. Every day in the mirror I say to myself, ‘I am bold, I am brilliant, I am beautiful,’ and together with Revlon, we can inspire all women to do the same.”

Graham commented that when Revlon global brand president Anne Talley told her the campaign’s name, she offered to sign right then. “You’ve been slowly seeing [curvy] models pop up in makeup campaigns, but you haven’t heard of any actually signing contracts. And I think it’s because [companies] just want to get their feet wet. It’s like, ‘Hmmm, let’s try this bold, curvy thing now and see if it’s real or see if it’s a trend,’ ” Graham said. “The average American woman is a size 14, and if you ask me, lipstick does not have a size.”

Revlon said that’s something the company is taking into consideration as it works on refreshing its image. The Live Boldly campaign intentionally features groups of models instead of just one, and it features them in non-studio settings, Graham added.

Aboah, Hammam and Zimmermann also exemplify many key characteristics of what it means to “Live Boldly,” Revlon noted. Aboah was recently named “Model of the Year” by the British Fashion Council, and in 2015 she founded Gurls Talk, an online community dedicated to providing girls with a platform to share their stories, empowering them through a broader community.

“Revlon gives us a platform that allows us to be accessible to all different types of women,” Aboah stated.

A top African-Arabic model, Hammam has graced many magazine covers and is a fixture on fashion runways around the world. Zimmermann, a Brazilian-born cover and runway model and environmentalist, was discovered by a scouting agency at the age of 14 and was named by Vogue Paris as one of the “30 models of the 2000s.”



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