Rimmel London is First FMCG Beauty Brand to use Adaptable, In-text Units

By Vibrant, PRNE
Tuesday, April 19, 2011

LONDON, April 20, 2011 - 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
RimmelSunshimmer 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 isfor 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 media agency for Rimmel, 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."

Editor's Notes

- Vibrant was ranked 3rd, in the IPA's annualOnline Media Owner Survey
published 13 April 2011. The independent survey, carried out in February
, 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*. www.rimmellondon.com

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
www.vibrantmedia.co.uk or www.hyperlinkevolved.com or
ww.facebook.com/vibrantmedia or twitter.com/vibrantmedia.

A picture accompanying this release is available through the PA
Photowire. It can be downloaded from www.pa-mediapoint.press.net or
viewed at www.mediapoint.press.net or www.prnewswire.co.uk.

Further information: Paula Evans, Senior European Marketing Manager, Vibrant UK:
+44(0)207-239-0102 / paula.evans at vibrantmedia.com. Lorette Nettar, PR, Vibrant UK: +44(0)7968-521-684 / lorette.nettar at vibrantmedia.com

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