Lipstick that gives back: Revlon and Look Good Feel Better turn a sales window into a national movement
As Australia’s No.1 lip brand, Revlon needed to not only maintain but strengthen its category leadership by owning the cultural moment of International Lipstick Day (ILD), a critical yet saturated sales moment.
With consumers increasingly expecting beauty brands to move beyond product-led messaging and demonstrate a real, measurable social contribution, Revlon partnered with Look Good Feel Better (LGFB) to donate a portion of every 'Super Lustrous' lipstick sale at Chemist Warehouse to help women facing cancer regain their confidence.
Nine's unrivalled scale: Unifying purpose and commerce for Revlon’s ILD domination
Revlon required a media solution that could deliver nationwide visibility, credibility and community impact simultaneously, to ensure both Revlon’s commercial mandate and LGFB’s purpose was widespread. Nine’s inherent editorial authority and unrivalled scale meant the campaign could do just that.
The solution was underpinned by five strategic pillars designed for maximum impact:
1. Elevate purpose with storytelling, leveraging Nine’s trust to sensitively personalise LGFB’s mission.
2. Drive mass awareness at speed, utilising Nine’s comprehensive ecosystem to deliver scale across female audiences (25–54).
3. Amplify the brand experience for Australian women with a high-visibility pop-up activation supported by continuous, live integration into the Today Show.
4. Create content that travels, using premium Nine talent and digital assets to guarantee post-event longevity.
5. Align messaging to dual objectives, balancing purpose (LGFB) with sales outcomes (Super Lustrous).
The campaign was developed by Revlon Brand & Marketing, Powered by Nine (creative and experiential), Spark Foundry (strategy, planning and integration), and Emotive (Revlon’s creative agency).
The campaign rolled out in a coordinated, multi-channel sequence designed to build momentum and sustain impact, starting with pre-launch designed to build anticipation through digital and social channels, with talent-led content teasers.
On International Lipstick Day (July 29), Nine organised a high‑impact pop‑up activation in a prime position with views of the Harbour Bridge and Opera House. This event was supported by a full morning of live weather crosses on the Today Show, ensuring immediate nationwide visibility. Revlon’s brand ambassador, Delta Goodrem, was onsite throughout the morning, supporting the women involved and reinforcing the importance of the donation mechanic. Nine talent created extensive live and pre‑recorded content, which was immediately captured and distributed across broadcast slots, social feeds and digital articles. Crucially, LGFB representatives were featured prominently to articulate the key importance of the donation mechanic.
In the following weeks, the campaign maintained momentum through strategic broadcast and digital integration across relevant Nine content, including brand placements on Linear TV (like Love Island), BVOD (9Now) and SVOD (HBO Max) to reinforce the donation message. The partnership story was further elevated through native articles and amplified via social media by Nine’s talent, Revlon, and LGFB channels.
Throughout the execution the tone was warm, empowering and community-focused, reflecting the sensitivity of the LGFB cause. Content created by Powered by Nine was crafted to fit contextual environments authentically, ensuring messaging remained respectful while driving product desirability.
The campaign’s success was driven by full-ecosystem integration with media partner Nine, ensuring every channel served a strategic purpose. Broadcast TV delivered mass reach and framed the Look Good Feel Better (LGFB) story within trusted editorial contexts, while BVOD and SVOD extended reach and provided reinforcement. Publishing allowed for deeper storytelling and education around the partnership. The on-the-ground pop-up TV activation created impact with strong emotional resonance, which was amplified by credibility and shareability across social channels.
This cohesive strategy leveraged all touchpoints to deliver broad awareness, strong emotional engagement, and simultaneous commercial outcomes, culminating in significant uplift in cross-platform visibility through earned PR.
The initiative achieved immediate and wide-ranging success, stimulating incremental demand that extended beyond the core product SKUs.
+31.9% sales growth
Sales growth of The Super Lustrous Lips range within Chemist Warehouse.
+21.1%
Halo effect generated across the entire Total Revlon Lips portfolio.
The scale of PR coverage exceeded typical ILD activation benchmarks, demonstrating strong public resonance.
Almost $1 million
In earned media.
19 million
In total reach.
Source: Circana Australia Grocery Pharmacy Total Lip Dollar Value MAT 07.12.2025. Stark Matthews campaign data 2025.
"Collaborating with Nine on our International Lipstick Day 2025 campaign was a highly rewarding experience. The focus of this initiative (supporting Look Good Feel Better) and raising awareness for their important work, required a thoughtful and sensitive approach. Nine handled every element with care, empathy, and professionalism.
They took the time to understand the nuances of the partnership and delivered creative that was both impactful and respectful. Their communication was clear, their process collaborative, and their commitment to getting it right was evident throughout. Nine were not only great partners, but wonderful to work with on such a meaningful topic."
Arabella Antico, Brand Manager - Revlon Face & Beauty Tools
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