J. Walter Thompson's in-house agency, Label, has unveiled a change
in direction for Rimmel by casting the supermodel Kate Moss in its first
major campaign for the cosmetics client.
It is the first time that Rimmel has worked with one lead face and marks
a new advertising strategy for the brand. The TV and print campaign aims
to focus on edgy, street-wise cool and make this an inherent part of the
brand, while also reinforcing its London heritage.
The first execution sees Moss getting out of a cab and going into an
underground club where she walks through the vibrant throng of dancers
and happens upon a man spraying graffiti designs on a wall. She then
gets out her lipstick and asks him to draw a design on her cheek.
Another ad consists of a series of shots of London attractions, such as
The London Eye, Piccadilly Circus and St Paul's Cathedral, which are
spliced between images of Rimmel girls animated on billboards or bus
sides. Both ads carry the simple strapline: "Rimmel London."
Emmanuelle Bonte, Rimmel's marketing director, said: "The Rimmel London
girl has an irreverent, laid-back attitude - both in the way she lives
her life and in the way she wears her Rimmel make-up. Kate is able to
capture this perfectly because she is the quintessential London
Label's director in charge, Tracy Stoer, said: "Breakthrough creative is
an on-going challenge in a category where brand communications are less
about ideas and more about perfect looks and undifferentiated product
We were determined to bring a brand idea to life for Rimmel that
consumers would find relevant, differentiating and motivating.
Understanding the way young women approach beauty and fashion in their
own lives is fundamental to this.
"It was a perfect evolution for the brand. This brand is about fashion
and experimentation. About creating trends not following them. It's
about being real through a look that's achievable. The UK is a priority
market for Rimmel," Stoer added.
Rimmel is available in 44 countries, including the US, and has a 27 per
cent market share in the UK.
This first execution, which airs in the UK from 30 October, focuses on
Rimmel's Exaggerate Hydra Colour Lipstick. There will also be TV
activity featuring Moss at the MTV music awards next month, where Rimmel
will be one of the sponsors.
In addition, Rimmel will be running an international print campaign in
women's magazines. In these ads, Moss has been shot by the fashion
photographer David Sims. The styling is inspired by diverse sources such
as A Clockwork Orange, the agency said.
The ads were art directed by Robin Harvey and written by Jason Berry.
They were directed by Andy Morahan through Harry Nash.