Rimmel debuts interactive in-text ads for make up products

The cosmetics firm has teamed up with contextual technology company Vibrant Media to run the online campaign for two months, from 25 April until mid June.

The two brands in question are Rimmel’s Sunshimmer Instant Tan make up and its Day 2 Night Mascara, with the ads allowing users to visualise the colour options of the range.

“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,”​ explained Martin Forbes, senior vice president, corporate operations at Vibrant.

“Rimmel has taken advantage of custom creative from Vibrant, helping consumers to see the product variants in a demonstrably, clear way.”​

Corresponds to user requests accordingly​

The Sunshimmer campaign incorporates custom in-text units which allow the user to hover the mouse over the different shades of the make up which changes the colour of the model’s legs in the ad to correspond accordingly.

One click on the chosen colour will take the consumer straight through to purchase, putting the correct shade in the checkout basket.

The Day 2 Night mascara ad provides two different lash looks lengthening and volumising. The ad will change as the mouse is scrolled over the custom in-text unit, allowing the consumer to see the different shades of mascara as applied, and a close up view of the product.

Santadip Roy of OMD Digital, the communications company who devised the campaign for Rimmel, said, “We chose Vibrant for this highly targeted campaign because the versatility of the in-text custom unit gives the consumer a chance to evaluate and choose the right colour from the Sunshimmer Instant Tan make up for them; or to view a product demonstration of the Day 2 Night mascara.”​

“Vibrant builds a bespoke keyword strategy, ensuring the ads will appear in relevant content. Then the consumer is only one click away from directly buying the product.”​