Rimmel Cosmetics: Reclaiming the streets of London

This case documents a journey to reposition Rimmel from 'beauty on a budget' to 'beauty made in London'. From being a tired and dusty brand with little street credibility, it has been transformed into a cool London kitsch brand. The radical and new approach to communication was spear headed by Kate Moss (the girl from Croydon) and involved communicating with consumers on their terms, not ours. In only six months Rimmel achieved a sales uplift, a 25% increase in profitability, re-connection with younger users and improved image perceptions.