Rimmel London has always been associated with on-trend and edgy products. Now the company is further evolving its brand identity with a new campaign called Edge Your Look. It represents Rimmel London’s commitment to be in tune with changing consumer interests — especially how they converse about beauty.Edge Your Look encourages women and men to celebrate their uniqueness on social media. The company created a new visual signature, the double L frame, to inspire fans to create pictures using the thumb and index finger of each hand. The LL provides a face-framing effect for social posts.[caption id="attachment_10868265" align="alignnone" width="300"] Cara Delevingne for Rimmel London Edge Your Look.[/caption]“The look itself is easy to create,” said Coty’s Chandra Coleman, vice president of color cosmetics and mass fragrances, of the company’s first use of a visual symbol. “We’re inviting consumers to join in by taking a picture of them posing with the ‘double L,’ and posting it to social media with the hashtag #edgeyourlook. We want to give consumers the opportunity to join a community of people who celebrate diversity and individuality.”When clicking the hashtag, consumers will be able to experience inspiration via a digital community of men and women that live to edge their looks. There will also be a user-generated content contest linked to Edge Your Look on the Rimmel London Instagram handle.To help spread the word, Rimmel London engaged its brand trendsetting ambassadors, Cara Delevingne and Rita Ora, who will invite people to share their own take on the LL pose and Edge Your Look attitude. Additionally, Rimmel London is partnering with up-and-coming beauty influencers to build even more relevance with style-savvy consumers. The roster includes makeup artist and model Portia Ferrari, rising star and model Maddi Waterhouse, Vivienne Westwood’s model granddaughter Cora Corré and male teen beauty blogging sensation Lewys Ball.Another component of Edge Your Look is a digital film that celebrates self-expression. Directed by Dexter Navy, the film shows the Rimmel London squad having fun around London, talking about confidence and independence, applying the double-L frame in catchy poses and living the Edge Your Look aesthetic. As the Rimmel London crowd gets ready to go out, the audience hears their views on creativity, self-image and makeup. Products are used throughout the film in a subtle, natural day-to-night fashion, reflecting the everyday lives of Rimmel London fans.Two new items in Rimmel London’s arsenal include Magnif’eyes Eye Contouring Palettes and Oh My Gloss Oil Tints. The all-in-one, highly pigmented formula eye kit comes in three different color palettes. It provides the tools for users to channel their inner makeup artist, according to Coleman.The Oh My Gloss Oil Tints feature an innovative tint-in-gloss formula that's packed with a blend of four oils and offers a pop of sheer color.“Millennials and members of Generation Z are reinventing beauty standards and have the confidence to create their own distinctive looks. They also want to cocreate and be part of the story. Everyone can ‘Edge Their Look,’ and edginess is different for everyone — it can be whatever you want it to be, no matter who you are and where you are in the world. It’s a celebration of individuality, self-expression and diversity,” Coleman said.
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)