Rimmel | WOW Wings Mascara

WOW WINGS MASCARA

we wanted to launch the new mascara WOW Wings from Scandaleyes line of Rimmel mascaras, we needed to create content that's relevant to our region, without compromising the direction of the global content, to create a smooth transition between the global and the local campaign, and keep the flexibility of merging the content together and create assets that are a combination of the two campaigns without compromising quality or consistency.

Cara Deleveign was the face of the global campaign, with the need of localizing the content, we needed to choose a face that's loved and relatable by our consumer, but also reflects the brand's identity and the Rimmel girl attitude.

starting from this, we collaborated with one of the most popular bloggers in the region, Ascia, who has the face, the attitude and the story of the rebellious girl that reflects the brand!

We recreated the key visual with Ascia, keeping the same look and feel, besides Ascia's individuality and style, with her Middle Eastern modern hair cover at the time, and we changed the eye look to what's more attractive to our consumer who has very unique and precise beauty standards!

Scandla'eyes Wow Wings Mascara TVC Adaptation

we agreed with Global to use the same TVC, but replace Cara Delevingne's shots in the middle and the end of the video with the face of our campaign Ascia, we also inserted the eye looks we created with the palettes and the mascara among the different shots in the TVC in a way that it flew perfectly and very smoothly.

Ascia's cuts & Cara's cuts

ASCIA Vs CARA

FULL ADAPTED TVC | Ascia

FULL ORIGINAL TVC | CARA

MAGNIFEYES EYESHADOW PALETTES

Along with the mascara, we were launching Magnif'eyes eyeshadow palettes.

To make it more interesting to our consumer, we collaborated with the influencer (Alaa) from the region, who's a fashion and a character designer, to design limited edition special packages for the eye palettes, making them more personalized and more unique. besides, she also has an inspiring story that falls within the Brand's cause, and she's friend's with Ascia, which allowed us to create a very genuine content that reached the consumer very smoothly and found great acceptance and broke a lot of records!

Alaa also designed a funky make up pouch with her exclusive character on it, that we used to drive sales in stores by giving this pouch as a GWP (Gift with Purchase) with Rimmel products purchase exclusively at the stores.

Social Medis Assets

we created assets with Ascia to focus on the mascara, and shots with Alaa to focus on the 2 palettes that she designed their packages, we also created more product shots of the mascara and new shots of the palettes following the same art direction that global used; we produced the "clear cubes" in different sizes to style with the products, having a very smooth content that's easy to merge and combine with the global photos to create different assets!