Agency: Foote Cone & Belding | Author: Catrina A Wallace |
Rimmel cosmetics rejuvenated
'The transformation of the old lady of the cosmetics industry'
(Quote: Marketing Week)
INTRODUCTION
This paper is about the relaunch of an established product range, a brand that virtually every woman has used in the past but no one liked to talk about. The brand is Rimmel Cosmetics from Schering Plough.
This paper covers an evaluation of the brand's position in the market in 1983 compared to that of the brand at the end of 1985 and demonstrates the ability of advertising to help increase sales...