The UK’s no.1 cosmetics brand, Rimmel London is the first FMCG beauty brand to advertise using adaptable custom in-text units. A two-month, contextual advertising campaign through Vibrant launching from 25 April-mid June visually dramatises colour options of two key Rimmel London brands: Sunshimmer Instant Tan make up and its innovative Day 2 Night Mascara.

Vibrant has designed the custom in-text units specifically for this campaign, allowing the user to “mouse over” the different shades of Rimmel Sunshimmer Instant Tan make up, changing the colour of the model’s legs in the ads to correspond accordingly – the ads will appear from 25 April – 25 May, featuring the headline “Get it on, wash it off”. One click on the chosen colour will take the consumer straight through to purchase, putting the correct shade in the checkout basket.

The second execution, running from 25 May – 25 June is for Rimmel's Day 2 Night mascara. Its innovative "magic brush" provides two different lash looks - lengthening for Day and Volumising for a more glamorous 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, 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, Corporate Operations at Vibrant says, “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 from Vibrant, helping consumers to see the product variants in a demonstrably, clear way.”


Further information:
Paula Evans, Senior European Marketing Manager, Vibrant UK: 0207 239 0102 /
Lorette Nettar, PR, Vibrant UK: 07968 521 684 /

Editor’s Notes

• Vibrant was ranked 3rd, in the IPA’s annual Online Media Owner Survey published 13 April 2011. The independent survey, carried out in February 2011, collates responses from digital planners, strategists and buyers in media agencies of the levels of service media owners.

About Rimmel London
Rimmel was founded in London 1820. In 2001, Rimmel was relaunched as Rimmel London with a new advertising campaign and a new face: quintessential Brit supermodel, Kate Moss – bringing the brand back to its London origins. Rimmel London continues to offer value for money products to all our consumers, these days with a dash of London glamour. Up-to-the minute products, formulations and colours, inspired by the edgy, original style of our vibrant capital city mean that Rimmel offers an alternative beauty - one that is authentic, experimental, fun, accessible to all - and uniquely British. It's no wonder Rimmel London is the UK's No.1 selling mass cosmetics brand*.

About Vibrant
Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools and advertising. With over 6,000 premium publishers, reaching more than 240 million unique users per month (comScore, February 2011), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, General Motors, Unilever, Sainsbury’s and Hewlett Packard.

The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant’s rapid growth has been recognised by the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007 and 2008 and Sunday Times Tech Track in 2004 and 2005. For more information, visit or or or

Published on: 1:37PM on 19th April 2011