CCNY's BIC foundational course Brand Experience, taught by Dee Solomon, challenged students to work against Ty Montague "True Story" 'metastory' branding framework to brainstorm a new metastory for a company that could benefit from a transformational new brand story. After weeks of research and brainstorming in larger groups, each student then worked individually with the final shared metastory for their group's company, in my case - Revlon, and strategized around 3 brand experiences (physical, digital, and revenue-driving) that were natural extensions of the metastory. Semester: Spring 2014

1. Metastory Framework
& Brand Experiences
Prepared by Alex Suazo – Spring 2014
CCNY Branding & Integrated Communications MA Student
Brand Experience Class Project – Final Presentation
Professor Dee Solomon

2. 2
PARTICIPANTS
Women without an affinity to any cosmetic
brand, interested in feeling and looking
more modern and glamorous. Other
participants include drug-store retailers that
sell Revlon; bloggers/editors that use,
review;
and endorse Revlon; and spokespeople
that model for Revlon.
PROTAGONIST
Revlon is a global cosmetics company
dedicated to affordable products and
classic American glamour. Overtime,
Revlon has lost its distinction within the
industry.
To regain its place as a leader, Revlon
needs to differentiate itself in the drugstore
aisle and contemporize the meaning of
glamour.
STAGE
Women are overwhelmed by big box
retailers and drugstores that are
overcrowded with cosmetic options;
retailers like Sephora provide a remedy by
allowing for an organized trial-based
immersive experience which puts Revlon
and direct competitors in drugstores at a
major disadvantage.
QUEST
To be the most contemporary form of
glamour by encouraging women to
embrace
and express their authentic beauty freely
and with confidence.
BIC | BRAND EXPERIENCE | ALEX SUAZO

3. Metastory & Actions
Revlon pioneers an iconic American spirit. We create the
tools that inspire women to be fearless, confident, and
dare to express their authentic beauty.
To do this we will:
1. Empower our participants to express their authentic beauty with
Revlon by encouraging and mentoring women as they create, or
recreate, their image in the workplace;
2. Motivate our participants to have a more daring spirit by providing
them a free and spontaneous makeup consult service on an
accessible and mobile Revlon truck;
3. Drive our participants to be confident and fearless about their beauty
and cosmetic purchases by providing trial and loyalty to Revlon
before they visit the drugstore.
3
PHYSIC
AL
DIGITAL
REVENU
E
BIC | BRAND EXPERIENCE | ALEX SUAZO

4. BRAND EXPERIENCES
4

5. REVLON
IMAGE
TRAINING

6. Physical Experience
Revlon Image Training | Objective
In order to inspire our participants to be confident, pre and post career,
Revlon will take a stand in the “lean in” movement encouraging and
mentoring women as they create, or recreate, their image in the
workplace.
• Revlon will team up with women like Sheryl Sandberg and Arianna
Huffington, and organizations like Advertising Women of New York,
to truly empower women on a large scale. Image training can be
provided 1-to-1 or open seminars, as well as corporate training, on
topics including personal and professional development,
presentation skills, excellence through appearance or image, and
more.
• Because Revlon is first and foremost a cosmetics company, and our
image training focuses on excellence through appearance and
putting your ‘best face forward’, we will also partner with Forbes’
Best Places to Work. These partnerships will create morning Style
Suites for female employees managed by Revlon stylists and
makeup artists available for consulting.
6BIC | BRAND EXPERIENCE | ALEX SUAZO

7. Physical Experience
Revlon Image Training | Participant Benefits
Women will feel supported and part of
a larger
network/community/organization that
empowers them and gives them the
opportunity to achieve their goals
whether it’s opening a business or
becoming a VP.
Revlon Image Training evokes a
message of caring and supporting our
participants and their personal
development, not just product sales.
7BIC | BRAND EXPERIENCE | ALEX SUAZO

8. Physical Experience
Revlon Image Training | Measuring Success
• Media Impressions: Working with VIP women in the
business world, as well as major women’s organizations
and top ranked companies, media is bound to pick up on
Revlon’s Image Training program.
– PR media impressions
– Social media
• Surveys: Surveying women before and after
trainings/seminars. Gauge their confidence levels as well
as their perceived image and how that reflects in the
workplace before and after.
8BIC | BRAND EXPERIENCE | ALEX SUAZO

9. 9

10. Digital Experience
The #RevlonTruck | Objective
Cosmetics are about trial. Fearless trial. However, trial is difficult though via digital platforms and
sealed packaging in the drugstore. Like our metastory conveys, we want to encourage our participants
to be daring. What if they could jump on a Revlon truck midday and get a consult on a new lipstick or
eye shadow?
While this is a physical experience, the digital tactics that make it happen are executed before and
after the participants jump aboard because the #RevlonTruck’s destination is crowd-sourced on Twitter
prior to its arrival.
• Digital and social content will drive women to tweet @Revlon with the location where they’d love
the Revlon Truck to stop by; maybe even come up to the office if it’s a large group of ladies. The
truck will drive out to locations based on a prioritized list of locations by volume of tweets for that
location.
• The branded Revlon Truck will have clear Lucite siding to encourage onlooker curiosity. While the
truck cannot accommodate everyone at once, appointments can be made for later on that day, or
week contingent on the amount of time the truck will be in that area, via iPad/registration; they can
also tweet from their accounts about their appointment with the #revlontruck hashtag.
• Makeup consultants will encourage participants to take before and after photos and upload them
to Instagram with #revlontruck. All before and after pics will be uploaded to a blog/hub that
“Follows the Revlon Truck “on its journey to inspire women to be fearless and daring”. 10

11. Digital Experience
The #RevlonTruck | Participant Benefits
Women will feel that Revlon is
actually inspiring them to be more
fearless by simply daring to jump on a
truck and get consult on a new lip or
eye shadow shade; to leave work as
one woman and go back in as
another new, more confident, woman.
11BIC | BRAND EXPERIENCE | ALEX SUAZO

12. Digital Experience
The #RevlonTruck| Measuring Success
• Tweets: since the truck’s location is crowd-
sourced, the tweets and hashtag are very
important – impressions of both will be
monitored.
• Instagram #selfie uploads and hashtag
impressions, and new followers.
• Sales via truck; after consults and potential
makeovers, similar to Apple’s easy check out
experience, participants can very easily place
their order on an iPad, swipe, and have it
delivered to their home in a couple of days.
• Media and Beauty Blogger Impressions: similar
to any food truck, or experiential moving truck-
brand experience, many media channels
post/video/upload about it. Beauty bloggers will
also be invited for exclusive tours and free
product to entice conversation.
12BIC | BRAND EXPERIENCE | ALEX SUAZO

13. REVLON SUBSCRIPTION
SERVICE
13

14. Direct Revenue Experience
The RevBox| Objective
Subscription based services are a tried and true marketing tactic for maintaining long-
time loyal customers and introducing soon-to-be loyal customers. The “RevBox”, Revlon’s
play on BirchBox, will be a new approach to build a loyalty base of participants that are
truly inspired to be daring with cosmetics and their authentic beauty as we’ve mentioned
in the metastory.
• Via social media, the brand website, SEO, digital and mobile advertising, interested
participants will subscribe for $10/month service. A simple profile build (first name,
last name, eye color, hair color, skin color) and the participant will be set for a monthly
mailing of 2-3 Revlon products to enjoy, test, and share with friends – traditionally and
socially (Facebook, Twitter, Instagram, Youtube (for the beauty vlogger novices and
veterans).
• To entice subscriptions, Revlon will offer a BOGO or free product coupon upon sign-
up available to use where ever Revlon is sold. Participants will be encouraged to
tweet/post about their new RevBox from the sign-up page too.
14BIC | BRAND EXPERIENCE | ALEX SUAZO

15. Direct Revenue Experience
The RevBox | Participant Benefits
Participants will feel exclusive and build
an affinity to Revlon products in the
comfort of their home.
No more guessing at products in the
aisle. Participants will know exactly
what they want and need based on
what they’ve tested in their RevBox.
This approach also allows participants
to be bolder and more daring by trying
new products and colors without the
barrier of sealed products in-store.
15BIC | BRAND EXPERIENCE | ALEX SUAZO

16. Direct Revenue Experience
The RevBox | Measuring Success
• Number of RevBox subscriptions and direct
revenue from recurring payment plans
• Number of coupon redemptions
• Number of recurring subscriptions
(participants that don’t cancel)
• Number of referred subscriptions
(participants can be rewarded for referring
friends)
• Tweets/posts #RevBox impressions (when
their RevBox comes in/testing products)
• Media and Beauty Blogger Impressions
(Beauty bloggers/media will be given free
subscriptions to entice media coverage of
the new program)
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REVBOX
BIC | BRAND EXPERIENCE | ALEX SUAZO

17. THANK YOU.
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