One of the world’s largest cosmetic producers, Rimmel London, will be undergoing an extensive global re-brand this year.
House of Rimmel, now known as Rimmel London, was first founded in 1834 in London by young perfumer Eugene Rimmel. Through Eugene’s need to test the boundaries and exercise his creativity, the brand has always pioneered for self-expression and individuality.
Today, the Rimmel London brand is best known for its tagline, Live The London Look. Soon, Rimmel will be transitioning to the new tagline, Live YOUR London Look. This aims to encourage consumers to move away from the ring light and take beauty out to the fast-paced, vibrant, and dynamic world that is beyond the bathroom mirror.
Rimmel’s latest brand propositioning fixates on self-discovery, self-love and refusing society’s stereotypical beauty standards. By stepping beyond one’s comfort zones, the brand’s evolution promotes the ideals of beauty without filters as well as living in the moment.
The key elements of the re-brand include a new logo and strapline, which will be rolled out globally over the upcoming year.
To celebrate, Rimmel London has hosted events in London and Melbourne.
Rimmel London’s rebranding reflects a greater industry transition towards authenticity and self-expression via cosmetics. Today, beauty brands should mirror global definitions of beauty that goes beyond filters and idealism.
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