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Rimmel London Inks Deal With Street Artist

To keep its edgy vibe, Rimmel London is teaming with Indie184, a graffiti artist, to help guide product creation.

As Coty continues to refresh into its beauty portfolio, the company has named street artist Indie184 as its chief artistic officer for the Rimmel London brand for the U.S. It is the first role of its kind for Rimmel London, which in the past counted celebrities such as Kate Moss, Zooey Deschanel and Georgia May Jagger as ambassadors.

Engaging Indie184, whose real name is Soraya Marquez, is known for her graffiti-influenced art. Her work dovetails with the brand’s Edge Your Look Campaign activated in 2017 to promote cultural richness, diversity and a sense of freedom that is reflected in the makeup line. She’s expected to harness her insights of street beauty to help Rimmel maintain its bold positioning in the mass market cosmetics category.

Rimmel London Teams With Indie184
Indie184 is Rimmel London’s first chief artistic officer.

“Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look,” said Chandra Coleman, vice president of U.S. marketing for Rimmel London at Coty.

In partnering with Rimmel, Indie184 will translate her artistic perspective to edgy beauty looks that can be re-created with Rimmel products. She will consult on brand content creation to be rolled out in media beginning in February.

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“As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique,” Indie184 said in a statement.

Indie184 has been active in the graffiti culture for over a decade and a half. Determined to express herself to the world through art, she quit business college to teach herself how to sew, paint and produce graphic design. Her art has been exhibited in galleries and museums worldwide, including El Museo del Barrio in New York and Völklingen Ironworks museum in Germany.

This year is shaping up as what is hoped to be a turning point for mass brands as the major companies invest heavily into new products and influencer-based marketing plans. Rimmel has several initiatives tied to its intense color positioning including a Magnif’eyes Palette Colour Edition as a new Wonder’ Ombre Holographic Effect Eyeliner.

Beyond Rimmel London, Coty rolled out more than 100 new products, an updated logo and a new tag line — I Am What I Make Up — behind Cover Girl. A new advertising campaign features Katy Perry along with a diverse range including actress Issa Rae, influencer and chef Ayesha Curry, model Maye Musk, motorcycle racer Shelina Moreda and fitness trainer Massy Arias. The company also overhauled the venerable Sally Hansen lineup and just refreshed the Nice ‘n Easy hair color brand.