By  on October 29, 2010

NEW YORK — Rimmel is keeping its hip British image — but adding an American accent.Zooey Deschanel, who was tapped by Coty Inc.’s Rimmel in March as a brand ambassador, was on hand Tuesday at the Gramercy Park Hotel to reveal several items slated to hit shelves early in 2011.

Deschanel, whose piercing blue eyes punctuate the current print ad for Rimmel’s Lash Accelerator, is slated to appear in ads for the Match Perfection Foundation and Glam’ Eyes Shadows. Print ads will begin in the U.S. in March and TV ads will follow shortly after.“We wanted to add an American voice,” said Rick Goldberg, vice president of marketing for Rimmel London. “We have an American beauty with London confidence.”

Seated with some personal favorites in front of her, Deschanel answered questions, often interjecting humor and her own preferences into a product presentation. “I love makeup. I’ve been wearing different beauty products for years,” the actress and singer told WWD. “I shop everywhere and I love the fact you can get such greawwt looks at a reasonable price. I want to be associated with products that are accessible for everyone.” The additions range in price from $3.49 for a mono eye shadow palette to $8.99 for a foundation and are sold at stores including Wal-Mart, Walgreens and CVS.

While Rimmel has long relied on British famous faces such as Kate Moss and Georgia May Jagger, the addition of Deschanel is expected to strike a chord with Stateside shoppers. A buyer from a major drug nstore chain confirmed that Deschanel delivers a young and popular face and should help bring in more shoppers looking for Rimmel. Rimmel is on a growth spurt on the heels of several successful launches, especially in the mascara category.

Among the items is a Match Perfection Foundation SPF available in 16 shades that Rimmel executives said cover most women’s complexions. Tapping what it calls Smart-Tone technology, the foundation is said to mimic skin’s natural texture and tone for a match to cover imperfections with traceless blendability. “I love how it is luminous,” added in Deschanel, following a description of the foundation from Rimmel’s David Cole. “What makes this unique,” said Cole, “is instead of black pigments found in other foundations, we have a blue sapphire complex, which is totally new to the market.”

In the eye shadows range, Rimmel has added bold trios and mono palettes to its Glam’ Eyes. To assist women in creating trendy eye looks, the back of the packing has a paint-by-numbers-style drawing of where to apply the colors in the trio. Also, there’s recommendations on what color eyes the shades enhance. “This one’s good for me because it says for blue eyes,” said Deschanel.

In lips, Rimmel is bringing one of the first lip glosses to market with SPF 15. Adding SPF to a gloss is tricky, according to Rimmel executives, because the component is thick. The cap of the gloss replicates the purple cap established last year with Rimmel’s lipstick range under the Moisture Renew Lipcolour logo.

Rimmel is garnering a following in mascaras and the latest product is a two-in-one concept featuring a brush for lengthening or an oversize option for volume. The mascara, Glam’ Eyes Day 2 Night Mascara, sports a bright pink tube.

During the event, makeup artist for Rimmel London Liz Pugh applied products to a model to demonstrate how to use each item.

Rimmel just celebrated its 10th year in America and expects to gain more distribution this year, according to Goldberg. Rimmel weathered intense stockkeeping reduction at mass chains and the company expects to add doors in 2011.Industry sources said worldwide sales exceed $700 million.

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