17 Cosmetics uses music to engage with teens

A still from the music video for 'You Might Get Stuck On Me'
A still from the music video for 'You Might Get Stuck On Me'

17 Cosmetics, the make-up brand available exclusively in Boots, has launched a new campaign using up-and-coming music artists to engage the brand with its teen audience.

The campaign, created by Mother and called "17 make-up songs" features new bands and solo artists creating music and videos that are heavily associated with make-up used by teenagers. Media buying is handled by OMD.

Each product launched by 17 will have the "emotions" of the piece of make-up explained to an artist for them to bring it to life through music.

The campaign will feature a pop promotion with the launch of each new product, with press and digital ads that direct consumers to 17’s Facebook page, www.facebook.com/cosmetics. The songs will be available for download through iTunes and Spotify.

In the first collaboration a band called Summer Camp has created a song for 17’s "Magnetised Nail Polish" product, which allows consumers to create their own customised nail polish look through the use of a magnet on the product. The song is called "You Might Get Stuck On Me".

Lara Purcell, head of marketing for beauty at Boots, said: "17 is a young, vibrant, sassy brand that consistently delivers exciting and innovative products.

"We are thrilled to be working with Mother on this campaign, which launches with a fantastic track by Summer Camp and we are looking forward to creating lots of great music with some new artists in the future".

Boots’ new Christmas campaign, launched this week, sees the "girls" transforming a sleepy suburban street into a winter wonderland.

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