Agency: RMG Connect
Client: Rimmel London
Rimmel London has launched a new global website, rimmellondon.com as a refreshed, interactive platform.
Created by RMG Connect it aims to convey the message of ‘Beauty with Attitude’ throughout the site, to appeal to the Rimmel London’s key target audience, 18-24 year old females who regularly purchase and wear make-up.
The creative for the site is edgy and vibrant and focuses on the four ‘pillars’ of the Rimmel London brand: Products, Looks, London and Kate, referring to Kate Moss, the face of Rimmel London.
Content highlights include make-up demos by Rimmel London’s celebrity make-up artist Liz Pugh; tips for what to wear around London, and a guide to where to go and what to do for a perfect Saturday in the city. The Kate section features stills from recent ATL campaigns and exclusive shots from behind the scenes of Kate Moss’ photo-shoots for the brand.
The new site is fully interactive, with a community section entitled ‘the make-up bag’ allowing customers to log on, create their own profile and add to their bag of favourite selections, products and colours.
By building a community around the brand, consumers are allowed to become directly involved and engaged with the site, enabling them to personalise the content to their own personal styles and tastes.
Vice President, Global Marketing for Rimmel London, Emmanuelle Bonte, said, “We are extremely excited about the new website and very pleased with the technical and creative flair that RMG Connect has provided.
“The new site has provided an unique environment, where consumers can create a personal connection with our brand. It also accurately embodies our brand position and reflects the fashion, style and culture of London.”