Case Studies

 

MFJ TASK FORCE

FRITO-LAY, INC.

CENTRAL STATE UNIVERSITY

REVLON, INC.

PUBLIC AFFAIRS

 

 

 

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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