Revlon Introduced Its New Volumazing Mascara With a Music Video Featuring Professional Dancers
Revlon Introduced As part of its “Live Boldly” campaign, Revlon has brought beauty industry game-changers like Ashley Graham, Gal Gadot, Adwoa Aboah, Imaan Hammam, and Raquel Zimmermann into its fold as global ambassadors. On Wednesday, the innovative campaign continues with hip-hop dancer Mette Towley and ballet star David Hallberg, who partnered with the brand to create a music video in honor of its Volumazing Mascara.
The video starts with inspirational quote-style narration that beauty fans will recognize from commercials’ past. But from there, it really gets interesting as these two very different dancers start to break it down. It’s a reminder that people of all styles, genders, and (if you count us) levels of dancing ability wear makeup and deserve to “lash loudly.”
“This cast of juxtaposed, cultural trendsetters exemplifies Revlon’s mission to inspire individuals to express themselves with passion, optimism, strength, and style,” the brand announced in a release. “By creating an emotional connection through music and dance, ‘Lash Loudly’ hopes to inspire others to embrace their individuality and express beauty on their own terms, while challenging them to Live Boldly and think differently.”
As for the mascara itself, it’s formulated for 100 percent “volumazing” lashes and is available in three shades: Blackest Black, Black, and Blackened Brown. It’s less than $10, and if the video is any indication, it’s swipe-able even when you’re mid–dance sesh and realize you want your lashes to inch up a little higher.Revlon also just brought on Debra Perelman, the company’s first female CEO in the brand’s 86-year history. Two months later, the company is releasing innovative, inclusive campaigns that are moving the conversation forward. Coincidence?