The model-actress appears as a secret agent running around London’s St. Pancras station for the campaign, which was photographed by Sølve Sundsbø and directed by Anthony Mandler.
Delevingne said she took a similar approach to the shoot as she would to an acting job. “I really just got into the mind-set of a spy,” said Delevingne, who was in London on Monday for the product launch. “I was sneaking around walls. There was a lot of running around the train stations, hysterical, while creating and causing a lot of havoc. People did not know what was going on, especially with me running around looking like a spy.”
Delevingne said her first experience with makeup was watching her mother apply beauty products, as well as watching Rimmel advertisements. She said she looked up to another Rimmel girl — Kate Moss — when she was growing up. Her first attempts at eye makeup took place at boarding school, aged 11, when she experimented with eyeliner and mascara. She’s also had her share of mishaps, including stabbing herself in the eye. “I think we’ve all had that in the car,” she said, “while reapplying mascara.”
As for her off-duty makeup routine, Delevingne said she likes to “keep it fresh” and prefers a look that exudes “comfort” and “confidence.”
Thanks to a new formula, the 24-hour mascara aims to create more volume and promises to be clump-free. Created with a wax-grafted polymer blend, it bills itself as sweat and smudge-proof and nonflaky. It is priced at 6.99 pounds, or $8.69. Rimmel is also launching an accompanying eyeliner and brow gel.
Vice president of marketing Montse Passolas noted that the mascara sales have been “steady.” She said that eyes is “dynamic as an overall” category, adding there is an increased interest in products that enhance brows and eyes. Scandalize mascara is Rimmel’s biggest franchise. Of Delevingne, Passolas said: “She embodies the attitude of the Rimmel vibe, because she, like our brand, is bold, individual, slightly irreverent — which we love.”