Skincare brand gets Rapp face-lift

Decision.EXTREME BEAUTY270913 copyNatural skincare brand OliElla has launched a novel press campaign which incorporates the staples on the centre-spread of a magazine to mimic the extreme anti-ageing alternative – cosmetic surgery.
The ad, devised by Rapp, promotes OliElla’s Multi-action Moisturiser, and is currently running in the centre pages of the launch issue of Very fashion and beauty magazine, published by Very Up & Co, with a circulation of 400,000.
Designed in the style of a typical photo-shoot, a second look reveals the model’s skin has been stretched and held in place by the real staples in the magazine, as they would be following cosmetic surgery. The ad includes the product name and runs with the line: “You don’t have to go to extremes.”
OliElla Skincare, set up in May last year by Deidre Richardson, offers a range of natural products, including mosquito insect repellent, baby, lip and sports balms. Richardson said: “This ad really questions the throwaway attitude to plastic surgery among women today. OilElla Multi-action Moisturiser is an all-natural alternative using earth-friendly ingredients that keeps women looking beautiful naturally.”
Rapp executive creative director Jason Andrews added: “It’s becoming increasingly ordinary for men and women to turn to plastic surgery to enhance or preserve (and sometimes ruin) the way they look. But there are alternatives to going to extremes – such as OliElla’s skincare products. The media placement of this ad brilliantly dramatises that point. Those centre-spread staples pulling at the model’s face are a great metaphor for the consequences of the surgeon’s knife.”

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2 Comments on "Skincare brand gets Rapp face-lift"

  1. RT @DM_editor: @RAPP_UK gives natural skincare brand OliElla a centre-spread face-lift http://t.co/S6aRO0dQfn #directmarketing #advertising

  2. RT @DM_editor: @RAPP_UK gives natural skincare brand OliElla a centre-spread face-lift http://t.co/S6aRO0dQfn #directmarketing #advertising

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