Solution

We gave the Rimmel a provenance; London, a centre of cool, cosmopolitan looks and trends. Research confirmed that to our target, London represents edgy experimental interpretation of beauty that is neither pretentious nor perfect. The era of Cool Britannia – and London’s focal role in introducing new fashion, music and overall beauty trends gave it a relevance and aspiration to our target both within the UK and globally. ‘Beauty with attitude’ became the new mantra Rimmel, a brand that helps young women to express their individuality and a licence to break rules. Kate Moss was selected as the face of Rimmel epitomising cool London values as almost ‘punk princess’ without defining beauty as impossible perfection.

Kate has remained the face of Rimmel for the last 5 years weathering the infamous drugs scandal. Her contract was retained as she undertook treatment; a wise decision as she remains supermodel extraordinaire.

The advertising campaign is constantly updated, using Kate in new ways to dramatise product stories, featuring latest music and fashion trends. An eclectic London fashion style and a sense of irreverent attitude has ensured that Rimmel has enduring and relevant appeal.

Almost overnight, the brand was transformed from a tired and dusty brand with little street cred to become – and remain – a cool London brand. In sales terms, Rimmel has achieved an incremental 75% uplift in sales, becoming No.1 in UK and No.3 in Europe. Elsewhere Rimmel has a strong presence in 32 countries. In each market, the marketing mix is essentially the same – demonstrating the power of ‘Beauty with Attitude’ as expressed through Kate Moss and intrinsic London associations.