Disruptive new brand Prive Revaux wanted to make a major splash in the competitive global eyewear market with its high-quality, on-trend, affordable sunglasses. This direct-to-consumer brand, initially sold only on Amazon and PriveRevaux.com, needed R&C’s guidance in everything from advertising, product merchandising and live events to digital videos and media outreach, with the goal of speaking to a wide consumer base and combating the notion that stylish, polarized sunglasses had to cost hundreds of dollars.
We wanted to tap into Hollywood, knowing that it’s not enough in the oversaturated celebrity-seeding market to hand out product to industry publicists and hope for the best. We wanted to partner with stars who would not only act as living, breathing billboards for the brand but who would have actual skin in the game.
Relying on the expertise of our film, talent and fashion divisions and analyzing Celebrity Intelligence and E-Scores, we identified three celebrities who fit the Prive Revaux brand’s cool aesthetic and appealed to multiple (and different) audience segments. Jamie Foxx (“Ray,” “White Famous”), Ashley Benson (“Pretty Little Liars”) and Hailee Steinfeld (“Pitch Perfect 3”) became partners in the company, working with founder David Schottenstein, rocking the glasses to events and appearances and using their considerable social media influence to market the shades. Selfies galore! They also gave plenty of pairs to their A-list friends in Hollywood, including Oprah.
We also recruited celebrity stylists Rob Zangardi and Mariel Haenn, who acted as creative directors at Prive Revaux, offering their fashion and design expertise and promoting the brand to their extensive celebrity networks. (Cara Delevingne and Blake Lively wore their stylist-gifted Prives to Coachella).
Before the $30 sunglasses were even available to the general public, they were already must-haves among trendsetters and fashionistas, adorning famous faces from Jennifer Lopez and Bella Hadid to Leonardo DiCaprio and Odell Beckham Jr. Within months of the consumer launch, Prive Revaux sold nearly a half million pairs, turning a multimillion-dollar profit through e-commerce alone. That out-of-the-gate success led to a second wave of product, kiosks in Florida, New York and New Jersey malls, expanded distribution with retail partners and the brand’s first brick-and-mortar store in Times Square. We logged 3 billion media impressions in the first three months with an average 130 million impressions per week. The launch party in L.A. garnered 1 billion media impressions alone. The program also won a Silver Award for Best Beauty, Fashion or Lifestyle Campaign of 2017 from the Bulldog Media PR Awards.