Revlon is set to emblazon some 10 million Amazon shipping boxes with an ad to promote its Love Project campaign, the first major marketing drive the company has launched since its acquisition of Elizabeth Arden, according to a report published by Bloomberg.

Amazon boxes will carry Revlon’s logo and latest hashtag #LoveIn3Words throughout February and March.

The drive is targeted firmly at millennials, with a digital push and a social media collaboration with singer Lady Gaga accompanying the Amazon promotion, all aimed at building the US make-up brand’s e-commerce arm and digital presence.

“Digital is so important to us as a company,” Eunice Byun, Vice President of Global Digital Marketing told Bloomberg Technology. “That’s where the consumer is. That’s where she is talking to her friends, learning about new trends.”

A second phase of the campaign is currently in the planning stages, while a push for Arden is scheduled for spring.