Rimmel has been synonymous with ‘Get The London Look’ for almost twenty years. But today, there is no one London Look. The brand needed to reconnect with the beauty-obsessed around the world. To get back on their radar we needed to stop dictating ‘looks’ and start demonstrating we had something in common.
We stopped telling people there was a single look they had to ‘get’ and started celebrating the millions of different looks you can ‘live’. The London Look is an attitude, a way of life, a vibe. We created the LL symbol for those who share that attitude. Then, to invite our girls into the campaign, we launched a manifesto featuring influencers who our girls care about and who share their attitude.
The brand’s ambassadors, Cara Delevingne and Rita Ora, turned the LL visual signature into an instant social media sensation. We launched the idea online and connected the Live The London Look idea with our ambassadors and influencers. We had created a truly global platform – with assets that markets around the world could deploy as required, forming the cornerstone of the brand for the next few years.