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REVLON, INC.
Crisis communications
is a cornerstone of agency services.
As a leading supplier of hair care products to Black consumers, Revlon
had come under intense public scrutiny and suffered a boycott of its products
due to statements made by a Revlon division president about the status of the
Black hair care market in the late 80’s. Focus
Communications recommended and developed a strategy to reverse the flow of
negative publicity and neutralize the boycott. Revlon was
positioned as a socially responsible and concerned company marketing
to Black consumers. A crucial element of the strategy was the targeting of
major Black women's organizations that could also provide a strong and
lasting consumer base for Revlon.
Focus also assisted Revlon in strengthening its relationships with civic and
professional organizations. As a result, Revlon has provided both financial
and corporate support to such national organizations as the United Negro
College Fund, National Council of Negro Women (NCNW), Delta Sigma Theta
Sorority, National Association of Negro Business and Professional Women,
Dance Theater of Harlem and Harlem Boys Choir among others.
Major events supported by Revlon included the 75th Anniversary Celebration of
Delta Sigma Theta Sorority, the Affiliate Assembly of the National Council of
Negro Women, an All-Star tribute to Dorothy I. Height, president emeritus of
NCNW, and "How To Make Money in the Beauty Salon Business"
seminars.
To enhance Revlon's relationship with the Black media and consumers, Focus
strategically organized and coordinated a meeting between key Revlon senior
officers and the president and executive committee members of the National
Newspapers Publishers Association, which represents over 200 Black-owned
publications throughout the United
States. The agency also positioned Revlon
as the lead sponsor of a tribute to Dr. Dorothy I. Height. Those in
attendance included Former First Lady Barbara Bush, Bill Cosby, Rev. Jesse
Jackson, Diana Ross, Ruby Dee, Dr. Benjamin Hooks, John Jacobs, Earl Graves
and the late Arthur Ashe, among others. The agency conceived, coordinated and
produced the event.
RESULTS
Black newspapers ran news articles and releases of Revlon's activities and
sponsorship, which greatly improved the company's image and relationship with
Black consumers and communities including those who once supported the
boycott.
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