Introducing Rimmel London’s Nude Collection by Kate Moss; a trend-led palette featuring lip and nail shades. To launch the collection we created a digital campaign to compliment the TV and print campaigns. Embracing the nude makeup beauty trend for Spring/Summer, we challenged makeup lovers to #DareToGoBare.
The campaign paired tongue-in-cheek copywriting with a nude palette – reinforcing Rimmel’s product positioning – to encourage girls to get out of their comfort zones and ‘go nude’.
Short-form educational videos were created to launch the campaign, featuring ‘on-the-fly’ street challenges for 6 women. Each video featured a woman of different skin tone to highlight the diverse skin tone range the product caters for. The videos gained 1.8 million views across Facebook and Instagram. A longer edit was created for YouTube featuring each of the skin stories in a brand led compilation which was viewed 146,932 times.
To reflect the product and it’s positioning we created a fresh, bare and minimal look and feel for our content – creating still and moving imagery alongside the copywriting and strategy.
Amplifying the videos, we created educational content, UGC initiative and email marketing to work in tandem, building brand awareness, positioning Rimmel London as leader in the Beauty sector.
The tease phase introduced the product and started to build fan excitement before the unveiling of the full #DareToGoBare campaign.
To increase engagement and awareness the tease phase deliberately disrupted the typical flow of content fans would be expecting on their social channels. The ‘sacrifice’ of 5 lipstick bullets as the core image for the tease phase generated much light-hearted discussion from the makeup obsessed Rimmel fans.
Central to the main phase of the campaign was a series of ‘skin stories’.
The series of skin tone and lip videos, captured on iconic Carnaby Street, featured 6 different skin variations and product shades.
Models were cast to act like ‘Rimmel Girls’ found on the streets of London.
Each skin story was turned into a 15 second video for Instagram.
The fifteen skin tone videos were posted in quick succession on Instagram, creating a channel takeover with massive visual impact.
The takeover worked as an interactive swatch selection for Rimmel fans. Highlighting the fantastic skin tone range of the product and allowing the Rimmel fans to pick their shade from a selection of girls that they identified with.
BEHIND THE SCENES
Production comprised of a single shoot day. Transforming the Catch offices into a photography studio and green room to capture the 15 beauty shots. Before hitting Carnaby Street with 20 cast and crew, including make-up artists, cameramen, lighting assistants and a revolving cast of up to 8 different models. A busy day to capture a vast amount of great content.