EXCLUSIVE: Revlon Teams With Guy Fieri to Drop a Wing-inspired Lip Balm Named ‘Flavortown'
'That coincidence felt too bold, too flavorful and too fun to ignore,' said Kelly Solomon, Revlon's chief digital marketing officer, via statement. 'We saw a chance to create a cultural moment that blended beauty and food — two worlds built on creativity, indulgence and self-expression. The concept of a wing-inspired lipstick felt playfully disruptive in all the right ways. From there, 'Flavortown' was born.'
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Fieri's Flavortown is a harbinger of the next era for the Super Lustrous Glass Shine, which was rereleased in December 2024 due to rising consumer demand. It's also the first limited-edition, custom product drop featuring the Glass Shine product. The coral-colored lip shade was created with Guy's O.G. Buffalo Sauce in mind, but the flavor profile is nowhere near as spicy, it's actually flavorless. With a glass-like finish, the formula is buildable — meaning the red pigment is subtle — and nonsticky with ingredients such as hyaluronic acid, aloe and rose quartz.
The name 'Flavortown' was inspired by Fieri's signature catchphrase on his show 'Diners, Drive-Ins and Dives,' which first aired on Food Network in 2007. The food connoisseur later opened up a delivery-only barbecue spot in Newark Liberty International Airport named Flavortown Kitchen, and now he's set to host another Food Network series called 'Guy's Flavortown Games.'
'This is a deliciously daring celebration of individuality, joy and flavor. The Flavortown Glass Shine Balm is for anyone who doesn't take themselves too seriously — and still wants to look amazing,' Solomon said. 'Unlike more traditional fashion or entertainment-driven collabs, this one taps into food culture and brings a totally different kind of icon to the table. It's fun, irreverent and designed to make people smile, while still delivering a genuinely wearable, high-performance product.'
The coincidence of National Chicken Wing Day and National Lipstick Day being calendared together prompted Solomon to mull over the question, 'Who is the undisputed face of flavor?' The obvious answer: Fieri. From that point on, Fieri was committed to helping Solomon and the rest of the Revlon team cook up something special.
'Of course, National Chicken Wing Day is a major holiday in Flavortown so it was already on my radar,' Fieri told WWD in an email statement. 'But when Revlon hit me up to team up on a fiery collab combining it with National Lipstick Day, I was all in. This is the next level collab you've been waiting for.'
As part of this collaboration, out-of-home advertising activations will be hosted in New York City on Tuesday in Times Square and near Fieri's restaurant, Chicken Guy, in Bryant Park. The product, and a specialized sticker pack, will be available exclusively online at revlon.com through Tuesday.
Fieri's Flavortown balm comes more than a year after the namesake cosmetics brand appointed Michelle Peluso as its new chief executive officer in October 2024, two years after the brand filed for Chapter 11 bankruptcy. Earlier this year, Peluso sat down with WWD to discuss her plans for the storied brand moving forward under new ownership and out of bankruptcy. 'The bottom line is this is a brand that's always stood for glamour,' Peluso said. 'We're not the no-makeup-look brand. We've been taking our partners through a three-year road map of innovation and storytelling to strengthen that ownership of glamour for mass.'
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