Revlon uses social survey to plug foundation to Indian women

Over a two-week period, VML Qais ran a series of polls on the Revlon India Facebook page with questions about the preferences and use of foundation among Indian women. 

The polls drew responses from nearly 75,000 women and the findings were documented in an infographic linked to a direct response static image campaign on Facebook that opted for bluntness over subtlety to push Revlon's Colorstay Whipped Crème as "the perfect solution". 

For example, next to the statistic "80 per cent of Indian women touch up their make-up only once a day", a button with the phrase "Did you know?" linked directly to an image of the foundation with the tagline "long-lasting up to 24 hours". And next to the factoid "I'm bugged by foundation that has an unnatural look (54 per cent), looks too heavy (29 per cent), cakes and turns oily on my skin (17 per cent)" the button takes users to an ad taglined "light and natural". 

“As an insights-driven agency, we are always interested in what the consumer has to say," said VML Qais CEO Tripti Lochan. “This is a perfect example of how we gained real insights and then tailored the campaign to engage directly with, and address the needs of the consumer.”