Rimmel 60 Second Advert Analysis

(Click on the photo and hover over different points to find out more information)

Rimmel 60 Second Advert
Originally uploaded by Beth Wyer

This poster is advertising Rimmel’s ‘dry in 60 seconds’ nail varnish. The three ideologies I see here are beauty, creativity and speed.

I believe the concept of this advert is extremely clever and it gets the message across extremely well in multiple ways without overcrowding the page.

The model is wearing a helmet which insinuates that she is a racing driver or something similar- this in turn shows speed which illustrates the fact that the nail varnish dries in 60 seconds. The ‘60’ on the helmet also backs up this idea.
I believe the ‘60’ on the helmet is an important detail as professional racers have numbers on their helmets or cars, but the model has it in a font which is similar to fonts used by fashion magazines such as Vogue. This gives the reader the idea that although it’s a fast process, it’s extremely fashionable.

I believe that the helmet also plays another important factor in the advert. It not only implies speed, but also danger which gives the reader the idea that the model is being daring and adventurous in wearing this kind of nail varnish. This is significant as in the fashion world, people are always trying to pull off new ways of looking adventurous but fashionable, and this advert shows that using this brand of nail varnish is a way of pulling this off.

The way the model has positioned her hand on the helmet makes her look elegant and glamorous, she also looks calm and her make-up and nail varnish is perfect even though she’s meant to have been racing. This again illustrates the glamour and elegance of the nail varnish.

The colours are also important. The primary colour in the advert is white which is a pure, innocent colour; this contrasts against the black of the nail varnish which could show a darker, more daring side of the model – which goes along with the earlier idea of being adventurous.

The words underneath the photo: ‘play hard and fast’ imply that you can do anything and it won’t ruin your nails, and keep you looking elegant, and the phrase ‘make up your own language’ also go along with the earlier point about being adventurous with fashion, and showing that with all of the different colours available with the nail varnish you can be creative and come up with your own individual look.