e|wmg c ase study Revlon Mascara Day Background: Revlon, a distant third brand in the mascara category, needed to make a bold move to grow share. Poised to revolutionize the category, Revlon launched a new mascara collection – 5 eye-opening lash looks designed to simplify choice and give each woman the lash look that is just right for her. The Idea: Recognizing that disrupting the category and driving trial among new and current users was critical to success, e|wmg helped Revlon establish 5/1, May 1st, as National Mascara Day: a buzzworthy one-day event that called for women everywhere to join Revlon’s mascara REVOLUTION and get the lash look they love. Single-minded messaging leveraging the numbers 5 and 1 reinforced Revlon’s (5) mascara SKUs in (1) revolutionary collecti

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