Rimmel London is embracing online contextual advertising technology which allows users to “mouse over” ads to see different shades of beauty products and with one click put the chosen colour in the checkout basket.
It is claimed that the UK’s leading cosmetics brand is the first FMCG beauty brand to advertise using so-called “adaptable custom in-text units”, in a push devised by Vibrant.
The first campaign, launching next week, promotes Rimmel Sunshimmer Instant Tan make up under the headline “Get it on, wash it off”. When the user runs the mouse over the model’s legs in the ad it changes the colour to correspond accordingly. One click on the chosen colour will take the consumer straight through to purchase.
The second execution, running in May and June is for Rimmel’s Day 2 Night mascara. Its “magic brush” provides two different lash looks – lengthening for day and volumising for a night look. 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 at OMD Digital 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.”
Martin Forbes, senior vice president of corporate operations at Vibrant, said: “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. Rimmel has taken advantage of custom creative, helping consumers to see the product variants in a demonstrably, clear way.”
