Simple skincare returns to television next week, after an absence
of three years, with a pounds 1.5 million national advertising campaign
by Rainey Kelly Campbell Roalfe.
Rainey Kelly has jettisoned the famous line, ’Not perfumed. Not
Just kind’, in favour of a new positioning which rejects the confusing
technical claims of many skincare ads for a realistic approach.
The message of the new campaign is ’skincare is Simple’. The TV ad is
set in what appears to be a covered amphitheatre, in which a group of
young women relax in comfort and listen to a talk about skincare. They
are told: ’Skincare isn’t just about amazing miracle formulas. It’s not
about expensive packaging - eternal youth does not come in pots. Just
eat well, sleep well, protect yourself from the sun.’
Shelley Law, the marketing controller for Simple skincare, said: ’The
campaign is launched at a time when Simple is buoyant and we intend to
bolster this growth. Simple delivers everything you need for a good
skincare routine. Unlike our competitors, we don’t need to blind the
consumer with science.’
The campaign was written by Robert Campbell and art directed by Mark
Roalfe, the creative partners of Rainey Kelly, and was directed by
Stuart Douglas through D Films.
Rainey Kelly was awarded the Simple brand more than a year ago by its
owner, Smith & Nephew, which also owns Lil-lets, another of the agency’s
Judy Mitchem, the account director on the Simple business at Rainey
Kelly, said: ’At last a manufacturer has been brave enough to confirm
what we all secretly know - that good skincare is not rocket science,
it’s about maintaining a sound, fundamental skincare routine with good
quality products and a healthy lifestyle.’
The campaign will run on ITV, Channel 4, Channel 5, S4C and satellite
stations for four weeks from 1 April.
Simple caused controversy when it abandoned creative agencies in April
1995 and ploughed its ad budget into infomercials, created with the aid
of its media shop, the then Pattison Horswell Durden.
The three-minute films were based around make-overs, as popularised in
women’s magazines. They were billed as TV programmes in listings for
satellite channels, and ran twice a day for six months. A print
advertorial campaign ran concurrently.
The last burst of Simple’s advertising using the ’Not perfumed. Not
coloured ...’ line ran four years ago. The campaign was created by
Abbott Mead Vickers BBDO.