What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Pucker up... with Kate Moss
Big is beautiful - that's the message of the latest TV ad from Rimmel London, which is being flighted on South African TV screens in December. The ad stars Kate Moss and features Full Volume Lipstick, the new "collagen-effect" lipstick which uses state-of-the-art lip-plumping technology to leave your pout looking up to a sexy 40% fuller.
"According to statistics, TV is currently the advertising medium of choice for the lip category for colour cosmetics in South Africa with around 55% of current spend going towards television," says brand manager for Rimmel, Marietjie Mc Carty. "The choice of television as the medium answers a retail need to move volumes and create awareness around product innovations.
"TV presence has lifted Rimmel to big brand status through both audio and visual impact. Over the last three years, Rimmel sales have grown to place this leading brand as one of the major colour cosmetics houses in South Africa. Awareness has been created through intense visibility and presence around product innovations while brand image is developed through specific environment association," adds Mc Carty.
Rimmel's SA performance follows the UK lead, where this brand is currently the most successful colour cosmetics house. For the Rimmel Full Volume Lipstick TV ad, cutting-edge director Rankin, who recently made his Rimmel debut with the ad for Xtreme Volume Comb Mascara, reinterprets his "girl on film" theme, this time posing Kate Moss in front of a bank of television screens. Wearing a flirty strapless mini-dress in the same raving red as her Rimmel Full Volume Lipstick (the shade is Screamer, N° 080), Kate seductively videotapes herself, and the images of her face are projected onto the screens around her.
Rimmel Full Volume Lipstick boasts a proven lip-plumping performance both instantly and over time, so the more you use it, the more impressive the results become. To emphasize the formula's collagen effect, as the camera moves closer and closer in on Kate's lips, the key 40% claim flashes up on screen, and the voiceover says: "Its collagen effect plumps lips by up to 40%. See it to believe it. No pain, all gain."
The ad ends with a shot of Kate Moss dancing in front of a wall of television screens, all projecting sexy images of her lips. The camera then zooms in on the shade range, and the Rimmel logo appears against the Union Jack flag, while the voiceover says: "Big is beautiful. New Full Volume Lipstick from Rimmel London."
