Retail Beauty recently reported that for the first time in five years, all four of Coty’s top cosmetics brands – CoverGirl, Rimmel London, Max Factor and Sally Hansen, gained market share worldwide.
As part of the brand’s strategy, Rimmel London named international model and mental health advocate, Adwoa Aboah, as the global activist for the beauty brand.
Coty issued a statement saying: “Rimmel London is entering a new era. Whilst the brand has always pushed the boundaries for its customers to dare to experiment and to be ‘true to you’, there is a renewed focus on celebrating and liberating bold individualists. As the new global brand activist, Adwoa embodies a strong sense of self, personal growth and the ability to push down barriers to open up conversation and this perfectly aligns with Rimmel London’s ambition.”
Rimmel’s biggest, most important launch to date: new Kind & Free, was launched at an intimate event in Sydney’s Bellevue Hill.
Influencer Marketing Executive – Consumer Beauty Tahnee Cook and Coty Senior Brand Manager Alice Garton introduced guests to the new range.
“Kind & Free represents the start of an exciting positive movement that aims to make clean beauty accessible to everyone,” Alice said. “And it embraces Rimmel’s philosophy of celebrating beauty diversity, bold individuality and self-expression.”
Tahnee explained all of the packaging contained post-consumer recycled content to be kinder to the environment and said the collection didn’t feature any “nasties”.
“The Kind & Free formulas are 100 per cent vegan and made with a high percentage of natural origin ingredients,” she said. “The ingredients are not tested on animals and the products are formulated without perfume.”
Guests were colour-matched to their correct Moisturising Skin Tint shade by Hayley Dutton, Makeup Director Rimmel London Australia & Covergirl ANZ.
The new range includes five make-up products for skin, nails and lashes. These are:
- Moisturising Skin Tint
- Hydrating Concealer
- Pressed Powder
- Clean Nail Polish
- Mascara
The packaging features a fresh anime blue colour code combined with bold white lettering.
Images from the launch event below.
Kind & Free was launched at an intimate event. 
The range includes a clean mascara. 
Guests were colour-matched to their correct Moisturising Skin Tint shade by Hayley Dutton, Makeup Director Rimmel London Australia & Covergirl ANZ. 
Guests were colour-matched to their correct Moisturising Skin Tint shade by Hayley Dutton, Makeup Director Rimmel London Australia & Covergirl ANZ. 
Guests were colour-matched to their correct Moisturising Skin Tint shade by Hayley Dutton, Makeup Director Rimmel London Australia & Covergirl ANZ. 
The new collection comprises five make-up products for skin, nails and lashes. 
The event was held at Bellevue Hill. 
Canapes were served. 
DJ Tigerlily. 
