Exploring
Celebrate Our Differences
Absorbing
Expressing
exploringbeauty.us
Celebrate Our Differences
Everything has its beauty but not everyone sees it. — Confucius
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Glamorous History of Revlon
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Diverse A Brand New Expression
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Beautiful Brand Standards
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Exciting Exploration
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Glamorous History of Revlon
We have been helping women enhance their beauty for the past 83 years.
Revlon is a global cosmetics, skin care & fragrance company. We started out as a nail polish company during the Great Depression in 1932. It was founded by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the “L� in the Revlon name. Later we grew to produce cosmetics for the US military during WWII, and after the war began expanding heavily overseas. Revlon eventually grew to become one of the top cosmetics brands in the world. Known throughout the world for their advertisements featuring glamorous models, Revlon was once considered around the world to be a top brand at the height of fashion. We were also the first cosmetics company to feature an African American model in their ads, and were well known for featuring models with a wide range of ages (from age 13 to 60).
GLAMOROUS
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Timeline
1930 • Began its success with opaque long-lasting nail enamel sold to beauty salons.
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1940 • Contributed to the war effort by manufacturing first aid kits and dye markers for the navy. Began to produce manicure and pedicure tools.
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1950 • Launched twice-yearly nail enamel and lipstick promotions tied to seasonal clothing fashions. • In 1955, Revlon launched an IPO and became listed on the New York Stock Exchange.
1960 • Started bringing the “American Look” to the rest of the world through international advertising featuring U.S. models.
1970 • 1973 saw the introduction of Charlie® fragrance, designed for a young, working woman market. By the mid 70’s, Charlie® was the #1 Fragrance in the world. In 1977, Revlon sales figures passed the $1 billion mark.
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1980 • In 1985, Revlon was sold to a subsidiary of MacAndrews & Forbes Holdings. • In 1987 Almay joined the Revlon lineup.
1990 • Introduced the first transfer resistant lipcolor which led to a full Color Stay Collection of transfer-resistant products. • Became the #1 brand in mass color cosmetics. Revlon again became a public company in 1996.
2000 • By 2012, Revlon overexpanded in the overseas market and began to dilute their brand by offering too many everyday products that were not as unique as their competitors.
This is who we were: Glamorous Elegant
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High Fashion
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Revlon was once considered around the world to be a top brand at the height of fashion. They were also the first cosmetics company to feature an African American model in their ads, and were well known for featuring models with a wide range of ages. In the 1980s, however, they lost their top brand status to their competitor EstĂŠe Lauder but still continued to be successful, selling many products across many different product lines around the world.
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REVLON
Diverse A Brand New Expression
Our new mission is to help women build self-confidence and
Explore the Beauty and Excitement of Diversity
reflect their uniqueness.
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This is who we are now: Lively Smart Adventurous
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The new Revlon centers on the diversity that the world offers and the beauty that can be found within it. In the new world of Revlon, women can begin to see themselves as women of the world, one filled with adventure and different ways of looking at beauty.
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DIVERSE
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REVLON
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Explore the Beauty and Excitement of Diversity
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Beauty is about being comfortable in your own skin; it’s about knowing and accepting who you are.” — Ellen DeGeneres
DIVERSE
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Introducing our audiences
Inner Fat Girl
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Emily / 23 Image Conscious
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Emily is always fighting with what she calls her “inner fat girl” and doesn’t have a lot of confidence in how she looks. She is of normal weight for her height but she sees herself as overweight. She recently graduated from college and is interviewing for her first real job as an accountant. Trying to decide how to dress for interviews makes Emily nervous and uncomfortable. While in college, Emily was used to wearing sweatpants and loose fitting T-shirts. She is worried that she won’t find career clothes that won’t make her look “fat”.
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Melting Pot
Tomboy
Ismalia / 38 Filipino-Brazilian-American / Lesbian
Lupe / 29 Mexican-American
The daughter of a Filipino dad and a Brazillian mom, Ismalia seems to be able to fit in anywhere she visits. Fluent in English, Portugese and Spanish, she came out as gay when she was a teenager and did a lot of political activism for LGBT causes in the SF Bay area. After getting a degree to be a lawyer, Ismalia moved to Puerto Rico with her girlfriend of 12 years and switched careers. Now Ismalia is happy with her new career as a librarian where she enjoys making a different kind of connection with people.
Lupe was always a tomboy growing up. She loves being outside in nature, and especially loves camping and hiking in the outdoors. During the summer, she runs a survival training camp for women who want to learn how to build a fire, hunt their own food and survive in the wild. Lupe wears mostly t-shirts and jeans, and doesn’t like to do frilly, girly things like getting her nails done. Many people who meet Lupe assume that she is a lesbian but she is not.
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Bargain Hunter
Single Mom
Zoe / 27 Transgender (MFM)
Denise / 32 African American
Zoe is an aspiring artist and photographer who loves crafts and bargains. Her favorite weekend pastime is to go to flea markets and collect different things from all kinds of places with her friends. She likes bargain hunting for things that are unique and have a story to them. Zoe was born as a male, but identifies as a female. She is comfortable with her gender identity.
After marrying at a young age to a conservative man, Denise decided to divorce after 10 years of marriage. She moved from the suburb to the city to experience the life she never had when she was in her 20s. Denise is an avid blogger. She loves to share what’s going on in her life with a clan of followers on the internet, including the food she makes, the men she’s dating and the life of her two kids that she has every other week. With a new lease on life after the divorce, Denise is now willing to try anything once.
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The Outsider Ling / 18 / Chinese New Immigrant
Modest and self-conscious, Ling immigrated with her family from China six months ago to a small Midwestern town in the US. She’s still adapting to life in a new country with a different culture. Ling often feels that she’s not comfortable with how different she looks from the rest of the kids in her high school. She wants to blend in with the popular crowd at school but is too shy.
Let’s break the beauty stereotype. Diversity can be beautiful, and we want to share products and services with you that show what beauty has to offer around the corner and around the globe.
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DIVERSE
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Beautiful Brand Standards
Our new logo
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Revlon’s new brand mark combines the logo and logotype in a unique way that merges the concepts of petals and a globe. The five colors shown in the logo represent the diversity that can be found in beauty around the world. The logo’s typeface is based on ITC Avant Garde Gothic, with a curved R that communicates femininity.
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BEAUTIFUL
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Logo anatomy
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The colored leaf icon that can be found within the O of the logotype originally stems from a Spirograph pattern of concentric circles that overlap to form the petal shapes of a flower. The curves within the R of the logotype also stem from circles, which give the overall mark a sense of affinity with nature.
Logo usage
Size
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Clear Space Clear space must be maintained around the logotype. The amount of clear space required must be equal to twice the width of the middle line of the “E”.
1/2 inch
1/2 inch
=X
2X
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When the mark is shown as an icon only, its size can not be smaller than ½ inch. When shown together (icon within logotype), the height can not be smaller than ½ inch. The proportions also must be maintained between letters.
2X
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Full Color Logo For the colors in the logo, it is recommended that they be printed using the Pantone colors.
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Variations
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Single Color On Light Background The logo may be printed in a single color, as long at the color chosen maps to one of the logo colors.
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Single Color On Dark Background The logotype can also placed on a dark background using white when there is enough contrast. When the logo is placed on a black background, it must use the Revlon brand color “Light Soil�
Please do not...
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Stretch the logo
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Remove any letter
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REVLON Change the typeface of the logo
Rotate the logo
Remove the circular border from the icon
Place the color icon on a background containing any of the icon’s colors
Color system
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Primary Colors
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Blossom Pink Pantone 191 EC
R 240 G 90 B 115
C M Y K
0 80 40 0
Golden Beach Pantone 7408 EC
R 255 G 185 B 20
C M Y K
0 30 100 0
Tropical Ocean Pantone 319 EC
R 85 G 200 B 210
C M Y K
60 20 20 0
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Secondary Colors
Rich Earth Pantone 7532 EC
R 120 G 100 B 70
C M Y K
45 55 70 25
Starry Night Pantone Black EC
R 1 G 0 B 1
C M Y K
75 70 65 90
Bundle of Spring Pantone 381 EC
R 215 G 225 B 35
C M Y K
20 0 100 0
Graphic
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elements
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Keeping in line with the essence of the new logo, circular graphical elements can be used in concert with the logotype to add additional visual support. These graphical elements can be solid or outline. The colors used must adhere to the colors used in the icon, however applying different levels of opacity to the elements is allowed.
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Typographic standards
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Revlon has selected the decorative Bellevue typeface to work in concert with the contemporary and friendly Avenir to communicate Revlon’s move into the future but without losing its sophistication.
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BELLEVUE
R
Use for big numbers, big titles & quotes
ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0 123456789
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R AVENIR NEXT REGULAR
R
AVENIR NEXT MEDIUM
R
Use for Headings
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
Use for body paragraphs
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
Use for secondary titles and callouts
ABCDEFGHIJKL MNOPQRSTUVWXYZ abcdefghijklmnopq rstuvwxyz 0123456789
BEAUTIFUL
AVENIR NEXT ULTRAL LIGHT
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Photographic
style
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When selecting photographs to use in conjunction with Revlon’s new brand image, the style of the images should be vivid and happy. They should also reflect the ethnic diversity that Revlon strives to represent.
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Business
systems
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BEAUTIFUL
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Retail
expression
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Exciting Exploration
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The page we have in our colouring book may appear to have a similar outline, but we all vary in the way we fill in the space. Diversity keeps us interesting. — Truth Devour, Fiction Writer.
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You look gorgeous! But wait, would you like to think about beauty in a new way?
This is the cycle of self-reflection.
EXPLORING
ABSORBING
EXPRESSING
Revlon Explorer Club
Revlon Education
Revlon World Market
100 Days in 5 Countries
Online & Print Magazine
Clothing Line
Fashion-Focused Travel Guides
Cooking Lessons
Home DĂŠcor Line
Travel Services
Foreign Language Lessons
Cosmetics Line
Adventure Documentaries
Healthy Living Counseling
Personal Styling Service
Travel Contests
Relationship Counseling
World Grocery Store
Global Women's Foundation
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( Outside to inside, processing )
ABSORBING Gaining a new perspective
( Inside to outside )
( Outcome )
EXPLORING
EXPRESSING
By seeing things that are different,
Creating your unique mix of art &
help you to think differently about
fashion that reflect your very
what you already know.
own personal style.
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Culture
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History
Seeing things
perspective on
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Environment
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Shopping
through a different
your life.
people and be
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Cuisine
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Ideal beauty in
lens. Forcing you
Broadening your
inspired new
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Language
different cultures
to think differently
idea of beauty.
things to explore.
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Fashion
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Ethnicities
about what you
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Dressing up
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Human Features
already know,
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Makeup & personal
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Unexpected
comparing what
surprises
you know to something else.
appreciate things
Giving you a new
you take for
care •
Beauty products
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Adventure
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Art
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Relationships
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Music
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•
• •
Testing your limits and pushing your boundaries.
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Helping you
granted.
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Share with other
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Explore the Beauty and Excitement of Diversity
Revlon Explorer Club
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100 Days in 5 Countries Fashion-Focused Travel Guides Travel Services Adventure Documentaries Travel Contests The Revlon Explorer Club is a unique extension of the Revlon brand, designed to highlight adventure and culture, and show how truly global our brand is. Through the Explorer Club, women everywhere can identify with different interpretations of beauty that can be found in different places. They can begin to see themselves as women of the world. By focusing on women around the world via the 100 Days in 5 Countries series, as well as via travel guides and travel services, the Explorer Club will expose women to a large and interesting world of diversity —one than can be experienced by traveling, or by watching and reading about these experiences from the comfort of home. Ultimately, Revlon’s goal with the Explorer Club is to show women that diversity is beautiful, and that different styles of fashion and beauty exist in the world. Revlon hopes that women can begin to shape their own sense of style by adopting global style trends.
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EXPLORING
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The more boundless your vision, the more real you are. — Deepak Chopra
You might be interested in what other people around the world think ideal beauty is.
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100 Days in 5 Countries
Every year at the same time, Revlon sends teams of specialists to five unique local communities for 100 days (e.g. Oslo, Norway; Bombay, India; New Orleans, USA; Abuja, Nigeria; Koh Samui, Thailand). These special teams must discover and highlight what makes the community unique when it comes to fashion, cuisine, health, beauty, culture and living. Revlon can have special twitter handle and facebook presence for each of the five projects so that their exploration can get lots of support and ideas from those in the community. In each country, Revlon’s experts will interview lots of women to find out what women in their culture think of when they think of the “ideal woman”. At the end of the 100 days, Revlon will have a contest to let people join the group for the next set of countries.
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Explore the Beauty and Excitement of Diversity
You might even want to see them in real life.
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Revlon’s inspiration for all of our travel services is to allow women to discover amazing experiences that excite all of the senses—sight, sound, smell, touch, taste.
Explore the Beauty and Excitement of Diversity
We help you to be prepared in style.
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Fashion Focused Travel Guides We offer women advice about how to pack clothing, beauty products and travel gear in a way that combines form, function and fashion. Just as every woman is unique, so are the packing lists. We show how to maximize a travel wardrobe by mixing and matching travel outfits. Product reviews on beauty products and toiletries provide insight into items that have been tried and tested by women that are currently on the road or have already completed their trips.
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Travel Services Revlon will offer the ultimate in travel services that can cater to every type of traveler. Out travel guides will provide a unique overview on various destinations with a focus on beauty, fashion and culture. We also offer hotel, flight and car reservations with the option to book destination packages. We also offer a concierge service, which will allows our guests to work with a seasoned travel expert to plan a customized itinerary —one that will be unique to each traveler and cater to different tastes and budgets.
Explore the Beauty and Excitement of Diversity
Revlon World Market
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Clothing Line Home DĂŠcor Line Cosmetics Line World Grocery Store Personal Styling Service The concept of the Revlon World Market revolves around the idea that when it comes to fashion and style, there are no borders. Revlon will offer a large collection of clothing, makeup, home decor and cuisine products that come from or are inspired by different local communities around the world. With the Explorer Club, women are able to view and experience different global styles of fashion and beauty in their local environment. The World Market is a place where women can purchase products that will bring these styles to life in their own world in small ways. Revlon will allow our customers to easily mix and match different styles of beauty and fashion from around the world to create an identity for themselves that is truly individual. This sense of worldly style will extend beyond personal appearance to include home interiors and cooking
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“
“
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Create your own style… let it be unique for yourself and yet identifiable for others. — Anna Wintour
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We search for inspiration from all places.
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Explore Explore the theBeauty Beautyand andExcitement ExcitementofofDiversity Diversity
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Beijing Red
Mumbai Orange
Tokyo Pink
Our makeup and fashion lines draw inspiration from different regions around the globe and take into account local styles and trends that are special to each place. The Revlon system will allow our customers to easily mix and match different styles of beauty from around the world to create a look that is truly individual.
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Clothing Line
We work with designers in different local communities all around the world to showcase unique and interesting culture in fashion. We then adopts the styles for limited edition lines of clothing, accessories and decor sold under the Revlon brand.
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Home Decor Line
Our teams of fashion experts have traveled to restaurants, homes and workplaces around the globe in order to find inspiration for the fashionable and functional items available in our home decor line. Among our expansive and diverse set of furniture, diningware, cooking tools and kitchen linens you will also find little cultural items and knick knacks that can really bring a kitchen or dining room to life.
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World Grocery Store Our global resources supply chains offer fresh, in-season, original food and spices from the best regions around the world.
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Cosmetics Line We offer “Locally Sourced� cosmetics that come from different parts of the world and follow the traditional way of use within the culture of origin.
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Revlon Education
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Cooking Lessons Foreign Language Lessons Global Women Foundation Healthy Living Counseling Relationship Counseling Online & Print Magazine To help women everywhere understand that diversity can be beautiful, Revlon has put together a number of programs that focus on expanding the minds of women through education. The Revlon Global Women foundation offers education grants to women-owned businesses. These grants have the goal of improving the lives of women around the world. By highlighting women-owned businesses in countries as diverse as Norway and Zimbabwe, Revlon hopes to inspire more women to become entrepreneurs. Revlon also offers a range of fun and exciting classes that aim to expand the world view of women. These classes, which focus on language and cooking, offer small doorways into other cultures that can expand the interests and motivations of the women who take them. These classes also offer a way that women can interact socially in the real world in a safe and fun environment.
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Beauty is a sign of intelligence. — Andy Warhol
You could have a deep connection with another culture by trying the cuisine.
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Cooking Lessons Our cooking schools teach women how to prepare different cuisines from around the world, using ingredients and techniques that are available locally. This will allow you to explore the flavors of the world from your own kitchen.
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Language is the verbal expression of culture.
Foreign Language Lessons Language is a key to understanding the world. Our language classes focus not only on speaking a different language, but on understanding the culture of the countries where the language is spoken. We offer classes in different romance languages such as French and Portuguese, as well as classes in Asian and Arabic languages.
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ä˝ ĺĽ˝ { ni hao }
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Que Vola
مالس { Salām }
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We are making an effort to help all women have a beautiful life.
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Global Women Foundation Revlon Global Women Foundation helps improve the lives of women by supporting local women-run businesses and helping young women and girls by providing access to education.
Healthy Living Counseling Eating healthy and exercising well help to maintain a good mental state of mind. Our healthy living counseling services will help women head down the path to a healthy mind, body and spirit.
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Relationship Counseling
Maintaining relationships between work, friends and home is not always easy. Our relationship experts can help you to grow all of your friendships into lasting ones.
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Come along with us on a new journey of beauty, diversity and discovery!
Photo Credits
P.1 citygirldiaries.tumblr.com P.2 thumbs3.picclick.com/d/w1600/pict/310622868794_/1944-vintage-beauty-art-AD-Revlon-nail-polish.jpg P.4–5 tias.com/stores/mspackratz/origpics/z9875a.jpg P.6–7 pinterest.com/pin/301881981245097215 P.9 goingtomakeitmine.tumblr.com/post/37781021688/matchbookmag-dining-by-candlelight-photo-by upload.wikimedia.org/wikipedia/commons/a/af/White_pearl_necklace.jpg realsimple.com/home-organizing/decorating/living-room/cozy-home-00100000064996/page3.html anna-bird.com/2013/09/you-can-smell-it.html theyellowcapecod.com/2011/10/more-on-floor.html biggestblanket.co.uk/cashmere-reverse-colour-throw.html flickr.com/photos/26526927@N06/6781037219/in/photostream flickr.com/photos/pimzwaan/5548935305/in/pool-88081697@N00 P.11 flickr.com p.13 flickr.com/photos/narelle/2928614548/in/photostream p.15 img.wallpaperstock.net:81/curious-cat-wallpapers_33445_1366x768.jpg homedit.com/great-chandelier-options-for-small-apartments bhg.com/home-improvement/patio/designs/backyard-patio-transformation/?page=11 stylindays.com/2013/03/05/gold-buttons-oversized-white-shirt citygirldiaries.tumblr.com flickr.com/photos/izvorje/4919124487 etsy.com/listing/102709128/mixed-media-boho-necklace http://thepioneerwoman.com/cooking/2011/06 P.16–17 o-c-u-l-t-o.com http://theberry.com/2012/10/12/daily-motivation-16-photos-152/daily-motivation-11-66 ohsuzeq.tumblr.com/post/26153502548/wechasethemoon-click-for-more P.18–21 refinery29.com/street-style-fall#slide nicdelmar.tumblr.com/post/52232682976 brittanickel.tumblr.com/post/35309817835 flickr.com/photos/aidacoronado/4867057700/in/photostream the-streetstyle.tumblr.com/post/52317223428/sunshine-days-via-kokoluxe richesforrags.tumblr.com/post/68703415433 P.23 media-cache-ak0.pinimg.com/originals/63/81/f4/6381f4b2e40ff1e3de010aa9d013920f.jpg P.25 agenda-suicide.tumblr.com P.42-43 dontcallmebetty.tumblr.com/post/48063521308/via-the-rehearsal-dinner-john-cullen flickr.com/photos/shutterhack/2448730368/in/set-72157601445739753 aquabeach.tumblr.com/post/75106193455/young-woman-touching-straws-by-emkorec-available artflakes.com/en/products/girl-in-traditional-costume-with-offering media-cache-ec0.pinimg.com/originals/1a/1e/00/1a1e00b36c06e69d42f9381983d81bbd.jpg P.44-47 graphicburger.com P.49 pinterest.com/pin/301881981245011369
P.50 hairshow.us/?id=articles&art=206 lindcherry.tumblr.com/post/3298092822/gemma-arterton-2009-british-independent-film flickr.com/photos/mytripsmypics/195365707 theguardian.com/global-development/gallery/2011/mar/02/women#/?picture=372292447&index=33 russian-victories.ru the-next-emperor.tumblr.com/post/20795592028 flickr.com/photos/photoadam2011/6128674097/in/set-72157627661259545 fc06.deviantart.net/fs70/f/2010/108/8/6/Native_American_by_xblubx.jpg senzual-girl.tumblr.com/post/38288628799 P.52–53 redbubble.com/people/farflung/works thepioneerwoman.com pinterest.com/pin/301881981245007837 stevemccurry.com/galleries/families verycoolphotoblog.com/2013/09/30/the-colors-of-africa P.54 byrdie.com/how-to-find-the-best-lipstick-at-the-drugstore?device=desktop media-cache-ec0.pinimg.com/originals/5e/cb/a4/5ecba484dd252a357f0ad33ce287f7ae.jpg elle.com/beauty/hair/how-to-do-dry-hair-blow-out#slide-1 P.58 allthingsstylish.tumblr.com/post/24812001976 P.60 piccsy.com/2012/01/selfportrait-with-eiffel P.63 25.media.tumblr.com/tumblr_m6kns8IhcU1qabyt1o1_500.png P.64–65 flickr.com/photos/deepblue66/8394211103 tumblr.com/search/%E6%97%A5%E6%9C%AC flickr.com/photos/edwinquast/6722444547/in/pool-tourisms etsy.com/listing/166639085/red-balloons-in-paris-eiffel-tower-paris?ref=shop_home_active_12 eduardooses.com flickr.com/photos/michaelchandler/9412726181 P.66–67 southerngirlk.tumblr.com/post/56902100237 awelltraveledwoman.tumblr.com/page/2 fineartamerica.com/featured/new-orleans-street-musicians-steve-harrington.html flickr.com/photos/11079109@N05/8149463740 simply-delicious-food.com/2012/03/22/slow-braised-short-rib-tacos-with-quick-pickled-red-onion P.69 cntraveler.com/daily-traveler/2014/03/packing-tips-from-ponytail-journals-lauren-yates P.70–71 etsy.com/dk-en/shop/obudsearphones?ref=listing-shop-header-item-count beachbungalow8.blogspot.com/search?updated-max=2011-09-06T05:00:00-07:00&max-results=4 boden.co.uk/en-GB/Womens-Clothing.html?cm_mmc=404redirect-_-404redirect-_-null-_-null pinterest.com/pin/301881981244513649 P.72–73 media-cache-ak0.pinimg.com/originals/20/5e/ae/205eae0d12068c9d4abeb67a45fc8b4b.jpg pinterest.com/pin/301881981245032441 wsanfrancisco.com P.74 forme-foryou.com/2013/10/barrington-blue.html P.76 ismental.com
Photo Credits
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REBRANDING OF REVLON Jingfang Chen
Instructor: Hunter Wimmer GR 604. MS: Nature of Identity Academy of Art University MFA Graphic Design Typefaces: Avenir Next, Bellevue
REBRANDING OF REVLON Jingfang Chen