Objective: Revlon needed a premium skincare and grooming line and invested behind American Crew for this development.
Insight: Men are looking for high-quality skin and hair ingredients.
Problem: American Crew was viewed as a masstige, professional brand not suitable for distribution in luxury channels, thus losing out on expanded channel and consumer reach.
Solution: Created the Acumen premium grooming line and a global campaign to represent all markets Revlon is actively engaging. The Acumen assets were leveraged in an omni-channel approach, including new distribution in luxury department stores and travel retail.
Credits: Lauren Nukes, Brian Duck, Joe Daley: Producers, Shaun Conrad: Director/DP/Editor, Justin Harrison: DP, David Raccuglia: Photographer