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By John McCarthy, Opinion editor

March 13, 2017 | 1 min read

Beauty brand Rimmel London is promoting its Volume Shake Mascara by tasking model and actress Cara Delevingne with testing out the mascara in grime artist Nadia Rose’s music video.

The slot by BETC London is one of many influencer partnerships to come as part of the launch of the 'Live the London Look’ brand platform, which will see music anchored around the brand’s “commitment to championing individuality, edge and diversity,” in a series of ways.

Rimmel London

The music video, directed by Emil Nava, sees the Volume Shake Mascara wielded by Delevingne, backed by Rose’s music.

Rimmel London said in a statement: “The music video delivers the Rimmel attitude through music choice, visual language and performance, placing Volume Shake as the hero in the action.”

It comes after the brand in January dropped its long-lasting strapline, 'Get the London Look' in favour of ‘Live the London Look’ - a motif it says is more expressive.

Advertising Rimmel London Cara Delevingne

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