Dive Brief:

• Revlon has announced that Israeli actress and “Wonder Woman” star Gal Gadot will be its new global brand ambassador and appearing across all media platforms, including in a new "Live Boldly" campaign, beginning later this month, according to a company press release.
• The multimedia campaign will feature several experiential activations and cultural immersions to unite women through open conversations, shared experiences and celebrations of diverse beauty. The Live Boldly message strives to “inspire women to express themselves with passion, optimism, strength and style,” the news release said.
• In addition to Gadot, who is also an advocate for women, Revlon will announce four other brand ambassadors to join Live Boldly.

Dive Insight:

Following the success of beauty brands like Dove with messaging around women empowerment, Revlon is making a bet on a popular actress known to be a big supporter of women’s issues to strengthen its appeal as consumers — especially younger ones — demand the brands they buy to take a stand on social and political issues.

Following Gal Gadot’s role as Wonder Woman, the actress has been outspoken on women’s rights and the empowerment of women and girls. Revlon’s selection of Gadot as a brand ambassador that embodies the campaign’s message of “beauty, determination and attitude” is a bold move that will likely resonate with millennials and Gen Zers, who often reward brands whose causes they share. A study by Beautycon Media labeled millennials and Gen Z as “pivotals,” reflecting a shift in opinions of traditional beauty, where 81% said beauty was more about expression than products.

Beauty brands have continued to harness the power of influencers to build trust with consumers, who often shun brand-generated content. Beauty and fashion trends originate on social media, especially Instagram, where consumers look for new products and inspiration. Revlon is likely hoping to reach Gadot’s more than 15 million Instagram followers and grow its overall following, which has lagged behind competitor Maybelline.

Cosmetics is a $13 billion industry, and women ages 18 to 34 are the heaviest buyers of beauty products and are most likely to purchase cosmetics in person at big-box retailers and pharmacies, a 2015 Tabs Analytics report found.