Sometimes “out of the attic” comes a memory of the work-world past.
The time was 1973. Revlon was joining what was then a world-changing movement now best known as The Women’s Revolution. It did so by deciding to change the face of traditional perfume advertising. Charlie perfume was born—and, with it, the Revlon Charlie perfume ad featuring a confident, modern woman plowing happily and forcefully through the world on her very own.
Fast forward to 1988. A new Charlie campaign, designed by our own Cathie Campbell, hit the market. It featured a woman patting a man on the backside, a playful representation of female self-sufficiency.
Revolutionary! It took the powers that be by surprise—and a wee bit of consternation—as depicted in a sketch Cathie did at the time of those to whom she presented the ad for approval (naturally, after the usual 3-martini lunch).
It was in the end accepted and pitched into the world. Playful? A paean to self-suffiency? Whoa! Not all agreed. There were those—The New York Times, for example—who criticized it as sexist and in poor taste. And the reaction, in turn, was dramatic.
And the ad campaign was a hit! And a significant marketing move for Revlon: within three years, Charlie became the world’s top-selling perfume. And in the ad world, too, making #16 in “The 20 Ads That Shook the World” list from Adweek.
