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J. Walter Thompson's in-house agency, Label, has unveiled a change

in direction for Rimmel by casting the supermodel Kate Moss in its first

major campaign for the cosmetics client.

It is the first time that Rimmel has worked with one lead face and marks

a new advertising strategy for the brand. The TV and print campaign aims

to focus on edgy, street-wise cool and make this an inherent part of the

brand, while also reinforcing its London heritage.

The first execution sees Moss getting out of a cab and going into an

underground club where she walks through the vibrant throng of dancers

and happens upon a man spraying graffiti designs on a wall. She then

gets out her lipstick and asks him to draw a design on her cheek.

Another ad consists of a series of shots of London attractions, such as

The London Eye, Piccadilly Circus and St Paul's Cathedral, which are

spliced between images of Rimmel girls animated on billboards or bus

sides. Both ads carry the simple strapline: "Rimmel London."

Emmanuelle Bonte, Rimmel's marketing director, said: "The Rimmel London

girl has an irreverent, laid-back attitude - both in the way she lives

her life and in the way she wears her Rimmel make-up. Kate is able to

capture this perfectly because she is the quintessential London

girl."

Label's director in charge, Tracy Stoer, said: "Breakthrough creative is

an on-going challenge in a category where brand communications are less

about ideas and more about perfect looks and undifferentiated product

claims.

We were determined to bring a brand idea to life for Rimmel that

consumers would find relevant, differentiating and motivating.

Understanding the way young women approach beauty and fashion in their

own lives is fundamental to this.

"It was a perfect evolution for the brand. This brand is about fashion

and experimentation. About creating trends not following them. It's

about being real through a look that's achievable. The UK is a priority

market for Rimmel," Stoer added.

Rimmel is available in 44 countries, including the US, and has a 27 per

cent market share in the UK.

This first execution, which airs in the UK from 30 October, focuses on

Rimmel's Exaggerate Hydra Colour Lipstick. There will also be TV

activity featuring Moss at the MTV music awards next month, where Rimmel

will be one of the sponsors.

In addition, Rimmel will be running an international print campaign in

women's magazines. In these ads, Moss has been shot by the fashion

photographer David Sims. The styling is inspired by diverse sources such

as A Clockwork Orange, the agency said.

The ads were art directed by Robin Harvey and written by Jason Berry.

They were directed by Andy Morahan through Harry Nash.