Rimmel cosmetics rejuvenated: the transformation of the old lady of the cosmetics industry

The paper covers an evaluation of Rimmel Cosmetics' brand position in the market in 1983 and compares it with that in 1985.
Agency: Foote Cone & BeldingAuthor: 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...

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