The campaign follows the brand's first foray into interactive TV last year for its Exaggerate Hydra Colour Lipstick range.
The interactive campaign has been created by OMDtvi and uses creative from the above-the-line campaign featuring supermodel Kate Moss, the face of Rimmel.
David Allan, marketing director at Rimmel parent Coty, said: "Building a database through sampling enables us to continue talking to the consumer well beyond the campaign. In addition, we are employing different techniques to gain greater learning."
The ads run on Sky, supported by banners on Sky Active targeting women aged 16- to 34-years-old. The banner ads click through to two interactive TV pages at a dedicated advertiser location, where users are asked to answer marketing questions and enter their mobile number and contact details in return for a make-up sample.
Toby Hack, head of iTV media projects at OMDtvi, said: "The success of the first lipstick campaign proved that interactive TV delivers the right reach and target audience for Rimmel. This second campaign continues to collect competitive information, but this time more data is sought, including detailed contact information. This will then be compared with national databases to give us a bigger picture of the effect of the campaign."
Rimmel expects to send out 60,000 samples during the month-long campaign.
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