David Reviews

 Biting the hand that feeds us since 2002.

Rimmel
"Cara and Nadia"
2 mins 47s
14 March 2017
UK Cosmetics

Rimmel moves into music videos with this sassy film featuring grime artist Nadia Rose. Cara Delevinge and posse strut to the beat around an old industrial building; heading up to the roof from which they can see their city playground through eyes enhanced with the brand's Volume Shake mascara.

Directed by Emil Nava, the promo has attitude - and then some - which the young target audience is bound to love. Cara wannabes will take her smouldering gaze as yet more proof she's cooler than the rest of the world put together, and the street cred that Rose's involvement provides makes for one smart package. Rimmel say they want to champion "individuality, edge and diversity" - they're off to a pretty good start with this.

Birds Eye
"Battered Cod"

Matt said:

Worryingly loud to try and distract from the terrible dubbing...


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Rimmel
"Cara and Nadia"
2 mins 47s
14 Mar 2017
Rimmel moves into music videos with this sassy film featuring grime artist Nadia Rose. Cara Delevinge and posse strut to the beat around an old industrial building; heading up to the roof from which they can see their city playground through eyes enhanced with the brand's Volume Shake mascara. Directed by Emil Nava, the promo has attitude - and then some - which the young target audience is bound to love.

Rimmel
"Brows"
20s
24 Feb 2017
Cara Delevigne is an excellent choice for Rimmel - her distinctive brows and natural charisma perfectly reflect the way the brand wants to be perceived: bold, upfront, and sexily sassy. While ads like this will go over the heads of anyone over 25, there'll no doubt be a huge swathe of young women busily making a note of the 'Brow Shake' filling powder on offer.

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.

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.

Rimmel
"Super Curler Mascara"
20s
4 Oct 2015
Kate Moss litters the streets of London with unwanted cosmetic paraphernalia in her latest outing for Rimmel. Just when it looks like she's handed the gig permanently to Mick Jagger's great-grand-daughter, Moss rises again like an Eastenders character long thought to have been dead... specifically the one who's just come back to whom she's developing an unfortunate resemblance.

Rimmel
"Runaround"
20s
8 Sep 2015
Rimmel brings us more middle of the road shenanigans as Georgia May Jagger and her cohorts canter around London, barging into restaurant kitchens along the way while the male staff whip out their phones to take photos. Presumably the men want to show their girlfriends how to get the model's flawless-looking skin with the help of Perfect Match.

Rimmel
"Wake Me Up"
20s
21 May 2015
Kate Moss (41) has been joined in the Rimmel London cause by other models many years her junior but here the Croydon-born style icon shows she's still got what it takes. Not only can she manage a high kick, she can literally say the words "ready to wake up" and "get the London look" while shaking her hair around like a teenager at her first rave.

Rimmel
"Oh My Gloss"
20s
19 Apr 2015
Rita Ora's spot on the Rimmel ad rota must have come around again as she parties hard while sporting their new range of lip glosses and nail varnishes. By the end, your retinas have overdosed on "hyperreal, supersurreal" colour while your ears are bleeding from the VO's warp speed delivery. Is this really the London Look you want? I mean, really?

Rimmel
"Scandaleyes Georgia"
20s
20 Feb 2015
Georgia May Jagger reprises Kate Moss's role in Rimmel's ad for Scandaleyes mascara. With her RP accent and clear voice she sounds much more assertive than her predecessor, but then the tone of the ad's different - more EDM club scene than grungy rock basement - so it works. If you like that sort of thing, that is, which we don't particularly.

Rimmel
"Provocalips"
20s
5 Oct 2014
It's tempting to write a feature on this ad just so we can use the headline 'Provocalips Now'. But that's not how we roll at DAVID REVIEWS and since there's nothing to distinguish this ad from the last thirty Rimmel ads there's no point in singling it out. Not that it's bad - it's not - it's just that it feels like the creatives are treading water with this campaign.

Rimmel
"Festival"
20s
4 Sep 2014
Mrs DAVID would like to see a reference to Spinal Tap in every single ad description if possible so she'll be thrilled to see this ad for Rimmel which promises 25 hours of effectiveness instead of the customary 24, akin to Nigel Tufnel's legendary dial.

Rimmel
"Wonder'full"
20s
7 Aug 2014
In a bid to find something new to say about mascara, Rimmel has turned their new Wonder'full brand into a killer app. Or so they would have you believe. Apparently the wand provides "dangerous precision" which leaves "clumps killed" in that description style only ever found in cosmetics ads. But what's with the redundant apostrophe in the name, you ask? We don't know. It didn't work for Hear'Say; why should Rimmel expect to fare any better?

Rimmel
"Rita Ora"
20s
2 Apr 2014
If Georgia May Jagger and Kate Moss are unavailable for various reasons which can probably be investigated by picking up the nearest red-top, who else are Rimmel going to turn to? Why Rita Ora, of course? After all the family has a long history in advertising... her mother Kia was a drink that proved too orangey for crows.

Rimmel
"Scandaleyes"
20s
3 Feb 2014
Kate Moss speaks in this ad for Rimmel's Scandaleyes mascara with its "broken heart-shaped brush". Murmuring: "Ready to rock?" she shows that being 40 is no barrier to nights out in grungy bars dancing to music playing at ear-bleed levels. All you need is a babysitter, the right make-up, and a career as an iconic supermodel. Get yer togs on, girls, we're going clubbing.

Rimmel
"London Rain"
20s
3 Oct 2013
Why does London get all the funky-coloured phone boxes? Just kidding - we know that's just a clever effect to show off the new lipstick range from Rimmel. After all, when was the last time you saw that many old-fashioned booths in a row like that? And not a single advert for a prostitute in any of them.

Rimmel
"Cakes"
20s
9 Sep 2013
"No cake for me!" pouts a sylph-like Georgia May, referring to her sheer foundation which doesn't 'cake' in her non-existent facial creases. Of course, it also sounds like an announcement of superior self-discipline: 'you go ahead and stuff your face if you want to, fatty; no-one's putting you on the telly, are they?'

Rimmel
"Retro Look"
20s
10 Aug 2013
"It's lashmania," Georgia-May Jagger intones blankly as the VO blethers on about hourglass-shaped brushes and false eyelash effect and fanning up and out. Oh dear - better get that looked at, then. By the time the ad is over you're exhausted: who knew a mascara had so many requirements to meet?

Rimmel
"Endless Lashes"
20s
21 Feb 2013
Rimmel now has an "endless mascara" which nearly doubles the length of your lashes (up to 99% longer looking") - yet makes them "so limitless they defy length". Well, which is it to be? Kate still has eyes unfettered by lashes trailing on the ground, and no super disclaims Rimmel's pronouncements. Young women everywhere will be queuing to find out for themselves.

Rimmel
"Apocalips"
30s
20 Feb 2013
No, it's not a belated visitation of wrath from the Mayans - this is a different apocalypse; ending in 'lips', geddit? The VO intones that this is the end of lip colour as we know it, while Kate pouts and tells us: "I wannit orl". It's easy to imagine young women buying into this, but is it really wise to say it's available at an "apocalyptic price"?

Rimmel
"Fashion Sponsorship"
15s
27 Dec 2012
You have to hand it to Rimmel, they were way ahead of the curve when it came to associating themselves with Britishness in general and London in particular. Cosmetics company is sponsoring fashion programming on Channel 4... and that includes Mary Portas's latest effort to save the British fashion industry.

Rimmel
"Top Secret"
20s
31 Oct 2012
If Arthur Conan-Doyle were still alive, he'd sue. Three women led by one of Mick Jagger's many daughters run through a series of pun-based words and actions designed to demonstrate that the advertised cosmetics provide the perfect cover. The acting is so bad that it feels like it's supposed to be.

Rimmel
"Kate Moss's Lipstick"
20s
3 Oct 2012
After years of advertising Rimmel's stuff, Kate Moss finally has her own signature lipstick. "It's mine," she snaps in a manner that suggests she believes that all of the cosmetics bearing her name are actually hers. But that's not true... you can buy it too and then your lips will look exactly like Kate Moss's.

Rimmel
"The Queen's Guards"
20s
9 Aug 2012
Georgia May Jagger flounces around theatrically with male models dressed as the bearskin-clad fellows who guard the queen in this commercial for Rimmel that reminds us that the cosmetics company was using the Union Flag a long time before the Olympics made it fashionable.

Rimmel
"Kate's Electric Guitar"
20s
15 Jun 2012
Rimmel's campaign featuring Kate Moss was a bit ahead of the game as far as use of the Union Flag is concerned. They were at it long before it was fashionable and now that London is the centre of the world's focus because of the Olympics and you can't move through the capital without being draped in red, white and blue, they're looking quite prescient.

Rimmel
"Guardsmen"
20s
23 Mar 2012
Georgia Mae Jagger pouts so appealingly that even the concentration of the famously stoical Guardmen who look after Buckingham Palace are provoked into movement in this patriotic contribution to Rimmel's ongoing campaign that consistently waves the Union Flag.

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