Rimmel - Reclaiming the streets of London: from 'beauty on a budget' to 'beauty made in London'

Joanna Bartholmew

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’.
Agency: J Walter ThompsonAuthor: Joanna Bartholmew

 Rimmel:

Reclaiming the streets of London

 

This is the story of how we rejuvenated a tired and dusty brand, by adopting a radical and new approach to communication. The makeover was spearheaded by a girl from CroydonKate Moss, and involved communicating with potential new consumers on their terms, not ours.

The results have been spectacular. Not just big sale uplift, but improved profitability and a sustained increase in pricing levels versus the market average. A cadre of new young users are now proud to be seen using the brand, rather...

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