Rimmel London partner with Glam Media for London Fashion Week
Rimmel London have partnered with Glam Media, the women’s publishing network, for an exclusive marketing campaign at London Fashion Week. As part of the activity Glam Media is creating a series of videos featuring Rimmel London products, which will stream
London(16 Sep 2011)
The cosmetic brand is to launch an online marketing campaign around London Fashion Week with Glam Media, the women's publishing network.
Central to the campaign is a London Fashion Week themed hub and video player built on the top consumer fashion, beauty and entertainment website Glam.co.uk.
Rimmel London are the exclusive sponsors of Glam.co.uk's London Fashion Week coverage, with specialist interactive advertising units and traffic drivers placed across Glam Media's top 40 style websites.
The hub will stream bespoke behind the scenes short-form videos filmed at the event, featuring interviews with renowned fashion designers and the top models under the tagline, 'Brought to you by Rimmel London'.
A second strand of exclusive programming, this time filmed in Glam's London Fashion Week Blogger Suite at the Trafalgar Hotel (also sponsored by Rimmel London) will report on the latest trends, with one of Glam's Media's own Beauty Blogger / Make-up Artist showing users how to re-create the latest make-up looks from the catwalks at home using Rimmel London products, as part of the company's slogan 'Get the London look'.
The first wave of videos will be published on the Rimmel London sponsored London Fashion Week hub on Glam.co.uk on Saturday, with the second going live Sunday, and the remainder early next week.
The videos will also be distributed to Style users across the Glam Style network within the interactive ad units.
Fashion bloggers will be invited to use the Rimmel London sponsored Glam blogger suite between shows as a place to relax, re-fuel and write up their show reports.
Rimmel London have filled the suite with all their latest products for the Bloggers to test and to touch up their makeup between shows.
On Sunday makeup artist Carla Wall will hold a series of demonstrations for Rimmel London in the suite, giving Bloggers an exclusive look at Rimmel London's new product ranges and giving her take on the latest trends
The partnership will be extended to include activity over London Fashion Week in February 2012.
Production company Third Man Films is creating the films.
The deal was brokered by OMD UK.