Revlon taps Amazon for first major ad blitz since Arden deal

A beautiful partnership: The Amazon partnership will put Revlon and the slogan #LoveIn3Words on small boxes during February and March.

Revlon Inc, making its first major marketing push since it bought Elizabeth Arden Inc last year, is tapping Amazon.com Inc and Lady Gaga to reinvigorate sales and better reach millennials. 

As part of a campaign called the Love Project, the cosmetics maker will stamp its name on 10 million Amazon shipping boxes – a bid to get out in front of more e-commerce shoppers. Revlon also is relying more on social media and other digital technology after years of losing ground to upstart brands.