Almay Invites Consumers to Celebrate the True Spirit of American Beauty

Brand Announces USO Collaboration; Plans To Embark On Cross-Country Road Trip

NEW YORK--()--Almay is proud to announce its collaboration with the USO, the only military non-profit organization that has supported our troops and families for more than 70 years. Almay will honor the women of the U.S. military and our veterans, and focus on our troops as they transition from service back to their communities. Committing to this cause is a key pillar in the brand’s Simply American™ campaign, celebrating the spirit of American beauty from the inside and out – pure, genuine, fresh and glowing with confidence and pride – the ultimate representation of American beauty.

“American ingenuity has always been at the heart of Almay and the brand is proud of its American heritage,” said Revlon President and Chief Executive Officer Lorenzo Delpani. “In joining forces with the USO, we are excited to shine a light on the face of American beauty by celebrating women of the U.S. military as well as encouraging consumers to support them.”

The multifaceted campaign will reach consumers across all touch points, including an interactive hub on www.Almay.com. Using the hashtag #SimplyAmerican, the brand is soliciting photos depicting Simply American moments. In addition to the brand’s $250,000 contribution to the USO, Almay will donate one dollar, up to $10,000, for every “like” or share on social media. Consumers will also have opportunity to donate online at www.uso.org.

“The USO is the only organization that supports troops and military families through every phase of their service,” said USO Vice President of Corporate Alliances Christy Hartsell. “In continuation of our longstanding mission, the USO is excited to highlight and honor the spirit that drives women to serve our country through the Almay Simply American campaign.”

This summer, Almay is embarking on the ultimate road trip, creating a custom, Simply American experience that will stop at venues such as state fairs and other festivals. Almay will offer make up touch ups and celebrate the people, places and occasions that best exemplify the American spirit, including service women, veterans, military wives and their families. Both the USO initiative and bus tour will be supported through custom programming on ABC TV, with exclusive check-ins airing on “Good Morning America” (Weekdays 7-9AM e|c|p) and “The View” (Weekdays 11AM e|10AM c|p). ABC will also feature an Americana-themed performance during the network’s hit show, “Dancing with the Stars” (Mondays 8PM e|p|7PM c), next month. The tour will visit the following cities:

  • May 15 – New York, NY – Flatiron
  • May 23-24 – Charlotte, NC – Charlotte Motor Speedway
  • June 11-14 – Nashville, TN – CMA Music Festival
  • July 4 – Baltimore, MD – Ports America Chesapeake 4th of July Celebration
  • July 11 – Chicago, IL – Taste of Chicago
  • July 18-19 – Kansas City, KS – Amelia Earhart Festival
  • August 1-2 – Columbus, OH – Ohio State Fair
  • August 29-30 – St. Paul, MN – Minnesota State Fair
  • September 26-27 – Dallas, TX – Texas State Fair
  • September 29 – Fort Hood, TX
  • October 3 – Austin, TX – Austin City Limits

“The Almay Simply American bus tour is a unique opportunity to interact with consumers across the country, establishing a deeper emotional connection with the brand,” said Almay Vice President Jill Krakowski. “In addition to offering a personalized experience for women to discover their favorite new Almay products, we look forward to supporting the USO and our troops.”

For more information about the Almay Simply American™ campaign, or to submit an All-American photo or track the bus tour, visit www.Almay.com/SimplyAmerican.

About Revlon:

Revlon is a global cosmetics, hair color, hair care and hair treatments, beauty tools, men’s grooming products, anti-perspirant deodorants, fragrances, skincare, and other beauty care products company, which operates in two segments, the consumer division (“Consumer”) and the professional division (“Professional”). CEO Lorenzo Delpani’s vision is to establish Revlon as the quintessential and most innovative beauty company in the world by offering products that make consumers feel attractive and beautiful. Revlon believes that its global brand name recognition, product quality, R&D, innovation and marketing experience have enabled it to create leading global consumer and professional brands. Revlon’s Consumer segment global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, SinfulColors® color cosmetics, Pure Ice® color cosmetics, Revlon ColorSilk® hair color, Revlon® Beauty Tools, Charlie® fragrances, and Mitchum® anti-perspirant deodorants. Revlon’s Professional segment global brand portfolio includes: Revlon Professional®, CND®, including CND Shellac® brand 14+ day nail color and CND Vinylux® weekly polish, and American Crew® men’s grooming products. Websites featuring current product and promotional information can be reached at www.revlon.com, www.almay.com, www.mitchum.com, www.revlonprofessional.com, www.americancrew.com and www.cnd.com.

About the USO:

The USO lifts the spirits of America’s troops and their families millions of times each year at hundreds of places worldwide. We provide a touch of home through centers at airports and military bases in the U.S. and abroad, top quality entertainment and innovative programs and services. We also provide critical support to those who need us most, including forward-deployed troops, military families, wounded warriors, troops in transition and families of the fallen. The USO is a private, non-profit organization, not a government agency. Our programs and services are made possible by the American people, support of our corporate partners and the dedication of our volunteers and staff. To join us in this important mission, and to learn more about the USO, please visit uso.org.

Contacts

Press
Revlon
Victoria Ashley, 212-527-4137
Head, Revlon Global Public Relations
Victoria.Ashley@revlon.com
or
Almay
Zoe Schepps, 212-527-5203
Manager, Almay Public Relations
Zoe.Schepps@revlon.com
or
Lippe Taylor
Jamie Ress, 212-598-4400 x 125
JRess@lippetaylor.com

Contacts

Press
Revlon
Victoria Ashley, 212-527-4137
Head, Revlon Global Public Relations
Victoria.Ashley@revlon.com
or
Almay
Zoe Schepps, 212-527-5203
Manager, Almay Public Relations
Zoe.Schepps@revlon.com
or
Lippe Taylor
Jamie Ress, 212-598-4400 x 125
JRess@lippetaylor.com