Amazon has announced a collaboration with Revlon to offer a limited-edition lip balm shade, "Flavortown," inspired by Guy Fieri's Flavortown O.G. Buffalo Wing Sauce. This exclusive product is available through Buy with Prime, a direct-to-customer service, until July 29. The launch coincides with National Lipstick Day and National Chicken Wing Day.
Revlon's Chief Digital Marketing Officer, Kelly Solomon, highlighted the company's strategy to blend cultural relevance with e-commerce. "To charm and excite our consumers this National Lipstick Day (which also happens to be National Chicken Wing Day), we partnered with Guy Fieri to launch a limited-edition 'Flavortown' shade of our fan-favorite, Glass Shine Lip Balm," she said.
Buy with Prime offers benefits such as fast delivery and easy returns for U.S.-based Prime members shopping on Revlon.com. Peter Larsen, Vice President of Amazon Multichannel Commerce & Fulfillment, emphasized the convenience for Prime members: “This National Lipstick Day, you don’t need a passport to Flavortown for Revlon's limited-edition drop – all you need is Buy with Prime.”
The initiative aims to enhance customer experience by integrating Amazon's fulfillment network directly into brand websites like Revlon's. According to Amazon, merchants using Buy with Prime have seen increased shopper conversion rates and reduced customer acquisition costs.