Cara Delevingne Stars in BETC London’s Music Video for Rimmel London

Rimmel London is about to shake-up the mascara scene with the launch of product innovation Volume Shake Mascara. The new product is introduced by supermodel Cara Delevingne in a bustling music video featuring grime artist Nadia Rose, directed by Emil Nava and created with BETC London.

Rimmel’s Volume Shake Mascara is a first-to-market patented product. Shaped like a design cocktail shaker, the mascara features revolutionary Shake-Shake technology, so it never dries out thanks to a unique shakeable mechanism. Rimmel’s expertise in mascaras as well as the brands long term strategy to champion self-expression in youth culture, inspired a stunning fast-paced and quick-cut music video. With good vibes, clever product integration and amazing talent, the film is a brilliant example of how brand strategy and creative vision can elevate each other.

This campaign marks a progression from the codes of the FMCG beauty category. The video delivers the Rimmel attitude through music choice, visual language and performance, placing Volume Shake as the hero in the action. The benefits of the new product are signified through an entertaining continuous finger tutting routine created by dancer Naomi and choreographer Suzette. It was performed by Cara and the Rimmel squad of dancers, backed by Nadia Rose’s pumping hip hop track ‘Skwod’. The film is directed by North Londoner Emil Nava, double winner of 2016 MTV VMAs.

January saw an evolution of Rimmel London’s brand identity to reflect the edgy, diverse and self-expressive attitude of Rimmel’s audience. The brand’s new strapline ‘Live the London Look’ promotes a vibe fuelled by the city’s cultural richness, sense of freedom and diversity.  It was essential for BETC to find the right artists to represent a genuine London vibe as well as to support the long term brand strategy of championing British talent.

“This is a genuine piece of entertainment we developed with London’s best established and emerging talent. Created with social in mind, it taps into pop culture and invites Rimmel’s edgy audience to watch, like, share, finger tut and live the London Look.” says Rosie Bardales, Executive Creative Director, BETC London.

The film opens with Cara walking through a parking lot surrounded by lasers. From the parking lot to a rooftop terrace, Cara, Nadia and the Rimmel squad are having a blast dancing to ‘Skwod’. An X-ray view of the mascara tube reveals the ingenious internal mechanism that prevents the formula from drying up and then… Then there’s finger tutting and it’s damn cool. Watch it here.

‘For the launch of ‘Live the London Look’ we partnered up with up and coming beauty influencers. We’re now following up with talent from the music industry. We wanted to express Rimmel’s edgy and streetwise personality and connect with consumers through a shared interest - music. Artists like Cara, Nadia, and Emil live and breathe the London look, and we’re proud to be telling this brand story together.’ says Montse Passolas, Vice President Global Marketing Rimmel London & Manhattan at Coty

The Volume Shake Pop Promo music video will roll out globally across Rimmel’s digital platforms, as well as on the artists’ social channels. The film will be supported by a TVC that directly addresses the product innovation, as well as print and POS. The TVC launches this week in the UK. Other markets will follow.