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Revlon Is Advertising on Amazon Boxes

  • E-commerce giant will tout makeup brand on its shipping boxes
  • Celebrities like Lady Gaga will front a series of ad campaigns
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Revlon Inc., making its first major marketing push since it bought Elizabeth Arden Inc. last year, is tapping 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.