RIMMEL LONDON

Giving the 'London Look' a new meaning

We inherited an icon in need of a refresh.

Rimmel has been synonymous with ‘Get The London Look’ for almost twenty years. But today, there is no one London Look. To take the brand to the next level we needed to reconnect with the beauty-obsessed around the world.

We identified an audience in the midst of experimentation

For young people beauty is about experimentation. They are beauty experts who know where to go to for inspiration and information. But, they are not yet experts in themselves. And they are experimenting with every aspect of their lives. To get back on their radar we needed to stop dictating looks and engage through shared values.

Live the London Look

There’s not one single look, it is whatever you want it to be. The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness.

We created the LL symbol for those who share that attitude. Then, to invite our girls into the campaign we launched a manifesto featuring influencers who our girls care about and share our attitude.