Repositioning Opened Rimmel's Eyes To 'Street Beauty'

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 it hadn’t been as inclusive as it needed to be to make her feel welcome. 

Carving out a space for brand loyalty with them would require a shift in brand messaging and brand imagery — making it about authenticity, promise and the truest reflection of their lives. For Rimmel, that meant it needed to subvert the traditional beauty paradigm and pay homage to its source of inspiration, the world around it, ultimately delivering on its new tagline, “Edge Your Look.” 

The Execution

With Refinery 29, it analyzed social conversations, local influencer content and local beauty posts for four key cities — Los Angeles, Houston, Tampa and Chicago. From this data, it created five beauty looks per market to celebrate the uniqueness of these women. Rimmel’s “Street Beauty” strategy was born.

At the center, it created content series called “Beauty on My Block.” As it launched, it tapped into a network of multicultural influencers to recreate the looks and trends and amplifying them across Instagram, Facebook, YouTube and Pinterest. 

It also activated three local experiential events to create a social community around Rimmel while also getting product in the hands of consumers. Every aspect of this program was shoppable across every channel where it played.

The Results 

  • 96% positive sentiment  
  • +15% lift in brand affinity
  • +13% in purchase intent 
  • +15% more likely to recommend Rimmel 
  • 100k+ organic social posts 
  • 2.8MM earned impressions 
  • 75% completion rate on RF29 editorial

Key Takeaways

Reconsider current brand positioning to ensure it reflects your customers.

Listen to social conversations about your industry in order to understand what people think about it.

Enlist influencers to help spread your message.

Create events in order to get your product into potential customers’ hands.

This was a finalist in the Content Marketing category in MediaPost’s 2018 Creative Media Awards.

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