Rimmel has been synonymous with ‘Get The London Look’ for the best part of two decades. But today there is no one London Look. For young people around the world beauty is about experimentation. They are beauty experts but they are not yet experts in themselves, so we needed to engage through shared values and stop dictating looks.
The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness.
We created the LL, a symbol for those who share that attitude and launched a manifesto featuring influencers who our girls care about. Our influencers and ambassadors launched the campaign through their owned channels, getting our attitude straight into the beauty channels they use.