Rimmel London

Volume Colourist

A provocative, attention grabbing conversation starter of a campaign for Rimmel London.

Mascara is seen as an essential item by women – according to boffins, +50% of women would choose mascara if they could only use one makeup product. It’s a product women feel naked without.

We set out on a mascara mission, to save the world from ever having to have naked lashes again. Thanks to Volume Colourist, with or without mascara, you need #NeverGoNaked ever again.

The concept for the campaign focused on never having to be caught with naked lashes

Running throughout our phased approach were two core themes; “I’d rather _____ than go naked!” which established the insight that women see mascara as an essential product and ‘That moment when...’ which tapped into an existing trending hashtag #tmw to illustrate the product benefits. The two themes and the range of content and influencers positioned the product in a way that the core demographic could easily relate to.