Repositioning Opened Rimmel's Eyes To 'Street Beauty'

  • March 14, 2019

The Challenge

The iconic face of beauty has traditionally been a blond Caucasian woman with blue eyes. As Rimmel was going through a U.S. repositioning, its consumer data and retail channels told it that its highest-volume customers weren’t Caucasian, blonde or even blue eyed, but Hispanic or African American, and …

Next story loading loading..

Discover Our Publications