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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA