For Rimmel London, In-Text Ads are a Beautiful Thing

The U.K.’s #1 FMCG beauty brand, Rimmel London, is using interactive in-text ads in a new campaign that begins April 25 and runs through mid-June.

The first beauty brand to do so, the campaign (created by Vibrant Media) visually depicts color options for two Rimmel brands: Sunshimmer Instant Tan make up and Day 2 Night Mascara.  

The Sunshimmer ad lets users “mouse over” different shades and the model’s leg color changes accordingly while featuring the headline “Get it on, wash it off.” One click on the chosen color and a consumer jumps to the check-out basket with the correct shade already placed there.

The Day 2 Night mascara ad features “magic brush” mouse action on a model, lengthening the eyelashes for daytime and thickening them for night. Users can experiment with different shades of mascara on the model and zoom in close-up.

The heritage brand, founded in 1820, was relaunched in 2001 as Rimmel London with the face of Kate Moss. Now, everything old is new (media) again.

“This is a great example of how leading advertisers can leverage contextual technology to integrate their brands into relevant content online, enabling their customers to discover new innovations in make-up,” commented Martin Forbes, SVP Corporate Operations, Vibrant in a press release.