Rimmel is celebrating the unveiling of its new Thrill Seeker Pitch Black mascara with a two-fold campaign aimed at its Gen Z consumers.
Showcased across high-impact online channels and out-of-home (OOH), the campaign features multiple activations and comes as a first-of-its-kind for both Rimmel and parent company Coty.
Conceptualised by creative production studio Tommy, the campaign will go live in key locations in London that align with Rimmel’s core audience, and will also include digital spaces such as TikTok, Snapchat, Meta, YouTube, Vevo and Video on Demand (ITVX, C4, Sky, Amazon Freeview).
Activations will include a beauty-first AR geo-takeover of experience on Tower Bridge, enabling visitors to transform the iconic landmark into a volumising product by pointing their cameras at it.
Rimmel-branded pedicab riders armed with Snap codes will additionally be positioned around Tower Bridge, encouraging passers-by to scan and interact with a chance to enter a consumer competition.
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The partnership with Snap also extends to an interactive in-app AR Lens, where app users will be transported to an interactive ‘Rimmel world’ with a bespoke immersive lens to virtually try on the mascara.
“We identified Snap’s AR landmark as the perfect tool to bring the ‘Thrill Seeker’ story to life in London, which was further amplified by creating impactful anamorphic OOH experiences at scale across many more iconic London locations,” explained Tommy account director, Emy Cragoe.
She added: “By bridging the physical with the digital world, we can consistently revitalise creative so that Rimmel appears in new and refreshing ways across the campaign lifecycle.”
The activations will be supported by before and after visuals of the new mascara through lenticular lenses placed on London buses and a JC Decaux AR D6 “special build” takeover that will sit in both London Westfield shopping centres.
The front and back technology will aim to give consumers the chance to observe the product through AR screens in real environments.
The multiple activations, with media planning and buying handled by Zenith UK, fwill form a bold campaign for the beauty brand and represent a change in marketing strategy to drive mass awareness and engagement with Gen Z consumers.
“This campaign showcases Rimmel tapping into Snap’s young audiences in the most fun and engaging way by harnessing the power of London landmarks – something perfectly on brand for Rimmel,” said Coty UK and Ireland media and communications senior director Susie Thompson.
“We’re constantly thinking of new ways to push the creative boundaries for our brands, and this partnership with Snap connects us with this key audience in such a cool way that we know Snap’s audience will be excited to get involved,” Thompson added.
Snapchat senior partner for beauty, Katie Morrison, commented: “250 million people engage with AR every single day on Snapchat, whilst 92% of Gen Z say they are interested in using AR for shopping, so putting AR at the heart of Rimmel’s Snap strategy was key to delivering an impactful campaign.”
“Rimmel leant into the data and insights we provided on how Snapchatters are engaging with AR on the platform, and as a result will reap the benefits of using our latest products and solutions,” Morrison concluded.
The activations follow the success earlier this year of an OOH campaign celebrating the beauty brand’s partnership with Maya Jama in the form of a holo gauze 3D hologram activation at Tower Bridge.
Parent company Coty, also owns multiple other brands such as Lacoste, Max Factor and Kylie Cosmetics – the latter having launched its own ‘Kylie Glam park activation at London’s Covent Garden last year.
