Brief 2 - 17 Brand Campaign

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.

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


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".