David Reviews

 Biting the hand that feeds us since 2002.

Boots No 7
"The Power of Make-Up"
3 mins 35s
13 January 2017
UK Cosmetics

The fourth installment of the Boots No 7 roundtable sees the panel discuss make-up’s transformative qualities. The decision whether to wear it or not can change our interactions in all sorts of ways. Whether it’s in the workplace or in a social context, the familiar faces discuss how cosmetics can strengthen - or conversely undermine - their position.

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Boots No 7
"The Power of Make-Up"
3 mins 35s
13 Jan 2017
The fourth installment of the Boots No 7 roundtable sees the panel discuss make-up’s transformative qualities. The decision whether to wear it or not can change our interactions in all sorts of ways. Whether it’s in the workplace or in a social context, the familiar faces discuss how cosmetics can strengthen - or conversely undermine - their position.

Boots No 7
"The Joy of Make-Up"
4 mins 16s
12 Jan 2017
Another discussion from Boots No 7's make-up panel, this time emphasising femininity as strength and the enjoyment and empowerment to be found in cosmetics. The overall attitude can be summed up by the wonderful quote from presenter Gemma Cairney, who says she sees make-up as 'war paint rather than covering flaw paint'.

Boots No 7
"Perceptions of Make-Up"
3 mins 44s
11 Jan 2017
Boots No 7's diverse panel discuss what make-up means to them in this latest online film. Chimamanda Ngozi Adichie - who spoke so eloquently for the brand here - relates her experiences growing up in Nigeria, while author Louise O'Neill charts her on-off relationship with make-up. Another rewarding piece of content that looks beneath the surface.

Boots No 7
"Make-Up Inspirations"
4 mins 20s
4 Jan 2017
Podcasts are all the rage at the moment and this film for Boots - running online and designed to complement their TV advertising - taps into the intimacy of this new form of broadcasting. A collection of successful women from different realms talk about their relationship with make-up, and it's astonishing how unguarded and candid their conversation is.

L'Oreal
"Contour"
20s
28 Oct 2016
You too can be permanently selfie-ready with L'Oreal's new Infallible Sculpt contour palette. The very scientific process of creating the illusion of an entirely different face shape is explained by an authorative English voice - a call back to vintage ads - over brightly-coloured shots of models frolicking about with many, many cameras.

Rimmel
"Cara"
20s
25 Oct 2016
Cara Delevingne is introduced as the new face of Rimmel London in this ad for their ScandalEyes Reloaded mascara. She struts around purposefully in the spy movie inspired ad, giving serious looks to the camera and applying mascara with the kind of enthusiasm hard to summon over black goo... even when it is as 'extreme' and 'unstoppable' as they claim.

Boots No 7
"Makeup Doesn't Mean Anything"
60s
22 Oct 2016
Chimamanda Ngozi Adichie, award-winning author and celebrated feminist speaker, is the new face of Boots No. 7 range of cosmetics. In between featuring on Beyoncé albums and writing thank-you notes to Michelle Obama, the woman often identified as the most influential in Africa finds time to give us her thoughts on cosmetics and their function in the world: 'Make-up is just make-up, it's how you feel wearing it that matters.'

Avon
"Morning Face"
30s
8 Sep 2016
Avon are going for an authentic feel in their latest ad which has women showing the cosmetics company their "morning faces". They are given just five minutes to remedy the natural catastrophe of their unfiltered visages using products provided by the advertised company and, hey presto, they almost look civilised enough to be allowed on to the streets without fear of scaring off any nearby men.

Rimmel
"Live from London"
20s
2 Sep 2016
Since Cara Delevingne and Kate Moss are nowhere to be seen, it must be Georgia May Jagger's turn on the Rimmel rota. The supermodel enjoys a spot of horticulture while applying the cosmetic brand's latest foundation. We see glimpses of what looks to have been a fun-filled afternoon on-set, but this campaign's style has always been about the flash-bang approach where the product's concerned.

Boots No 7
"Explosive Colour"
10s
1 Sep 2016
Boots No 7 seems to have taken a leaf out of the Marks and Spencers book with this latest 10" ad for the brand's comprehensive make-up selection. A black background plays host to a pyrotechnic display of colourful powder, providing a quick yet diverting demonstration of how the range's palette can satisfy one's cosmetic needs in vibrant fashion.

L'Oreal
"Skin Tones"
2 mins 15s
28 Aug 2016
It's a big task to make a brand like L'Oreal look like the champion of the common woman but this emotionally-charged commercial for the cosmetics giant just about pulls it off. A mixture of familiar and less familiar faces offer their verdict on the company's 23 shades of spray and - as you might expect - it's overwhelmingly positive.

Boots No 7
"Match Made Service"
10s
8 Aug 2016
A 10" plug for Boots No 7's tailored make-up range forms the first three letters of 'foundation' (more than enough for us to get what's going on) with three different foundation shades, while Mariella Frostrup's VO points viewers to their local branch for their own ideal tone. Funny, the on-screen gloop reminds us somewhat of runny chocolate, or... erm, something else.

L'Oreal
"Pure Clay"
20s
15 Jul 2016
A chirpy VO narrates as a collection of women model L'Oreal's new clay masks range. They gaze into the camera like a mirror as they apply different coloured masks, each colour promising a different effect on the skin; purifying, detoxifying, brightening. As the women come together at the end, some have even dared to combine the different types of mask on one face... trying not to allow the ridiculousness overwhelm them.

L'Oreal Magic Retouch
"Three Seconds"
30s
14 Jun 2016
Eva Longoria sports some implausible grey roots in this run of shorts for L'Oreal Magic Retouch - an instant dye spray that frees you of the ignominy attached to signs of ageing (hashtag letting yourself go). Thanks to the product, she can flirt with the delivery boy and then ignore the pizza in favour of posting selfies... so it's a diet aid as well! Jesus.

L'Oreal Miss Hippie
"Road Trip"
20s
8 Jun 2016
L'Oreal invite us to go on a road trip with the Miss Hippie gang, comprising models Luma Grothe, Stella Maxwell, Barbara Palvin, and Soo Joo Park. Amidst the floaty visuals and familiar talk of "mega" eyelash science, the VO informs us that this lot are "festival ready" - well, they may be in for a shock considering how many of our music festivals have long since abandoned their hippie heritage.

Feel Unique
"I Can't Live Without"
30s
25 Apr 2016
An eclectic bunch of people talk to camera about their favourite cosmetics brands and why they can't live without them before we discover that they're likely to find them all at Feel Unique with 10% off everything "for life". It's not the most exciting thing as ads go, but we suspect it'll be effective for shoppers who know what they want and who like the idea of its convenience and value.

Boots No 7
"Alessandra Ferri"
60s
18 Apr 2016
Italian prima ballerina Alessandra Ferri stars in this ad for Boots No7 to convey the notion that you don't have to be young to look and feel good. At 52, she's still performing to great critical acclaim so she's a great choice to act as ambassador for the brand's latest anti-ageing Lift and Illuminate serum.

The Body Shop
"Mother's Day"
55s
29 Feb 2016
Alison Jackson's signature brand of celebrity spoofery is used to humorous effect in this not-quite-regal Mother's Day ad for the Body Shop. Prince Charles's green-fingered reputation is played to the hilt as he tends to his prized roses - something of a love rival in the eyes of Camilla. Alas, mumsy's corgis do a demolition job on the rose bush, the little blighters.

L'Oreal
"Choose Your Expert"
30s
28 Jan 2016
Three Bollywood superstars have been brought together by L'Oreal for this bold commercial designed to appeal to the South Asian market. The trio explain that their needs are quite different from one another and that L'Oreal has exactly the right combination of hair care products to suit their needs.... because (clears throat) they are all worth it.

Boots No 7
"More Colours"
30s
16 Dec 2015
Jessie J's 'Sexy Lady' provides the soundtrack for this Boots ad in which a variety of young women colour-coordinate their lips, nails et al to match their accessories. It isn't very exciting, but then after the razzamatazz of Christmas excess perhaps that's appropriate. Although why it has such a summer vibe is less easy to explain.

Max Factor
"Star Wars"
20s
29 Nov 2015
Et tu, Max Factor? It seems there isn't anyone who's not hopping on the Star Wars bandwagon right now. This very, very silly ad suggests women don't choose their make-up because they like it, but because they want to get in touch with their inner tedious bore. You can go all frosted if you're drawn to the light side, we're told, or look like a total nutter if you're 'enticed' by the dark. Give us strength.

Max Factor
"Velvet Volume"
20s
18 Nov 2015
A male VO tells us urgently how to create a captivating eye look with Max Factor's new mascara while a model poses and pouts to a slinky track. Why a man? Does he know how to create a captivating eye look, whatever that is? Is he the world's authority on it? Perhaps he is. After all, the blank stare of the model suggests women should still just be seen and not heard... would you trust this woman to explain eye make-up to you? Gaah.

Maybelline
"Chaotic"
20s
9 Nov 2015
Go Chaotic! urges the VO at a speed that suggests she's temporarily lifted her head from a vat of finest marching powder and is about to plunge back in. What does "go chaotic" mean? It means 'buy a Maybelline mascara designed to clog up your lashes so heavily you look like Bette Davis in Whatever Happened To Baby Jane?'. That's what.

The Body Shop
"Jingle Bells"
80s
4 Nov 2015
It's jingle all the way around the world in The Body Shop's bubbly Christmas ad. Full of festive cheer and lathered up with all manner of bathroom treats, this diverse bunch indulges in a lively rendition of 'Jingle Bells'. The energy on show here is great fun to watch with each cut taking us to a variety of bathrooms at home and abroad. Who said it had to be indoors?

Bourjois
"Futuristic"
20s
12 Oct 2015
A CGI skyline of lipsticks in eyeball-battering rouge forms the backdrop to this ad for Bourjois in which a pouty blonde frolics and capers while the VO tells us how revolutionary this particular lippy formulation is. For something that's meant to be so advanced, it's weird how the ad itself looks like it's been unearthed from somewhere in the mid 1980s.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.