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Rimmel London Embarks on Cross-Country Tour

Coty is hoping exposure from a tour bus will help give the edgy brand a boost.

The next stop as Coty directs attention to its Rimmel London brand is a seven-city cross-country tour called (Street) Art of Beauty.

“We’ve taken a lot of steps to rejuvenate Rimmel, including introducing new products, brand repositioning and hiring our first chief artistic officer,” said Chandra Coleman, vice president of U.S. marketing, Rimmel London of street artist Indie184. “Our Street Beauty tour will generate awareness in our key markets and bring this excitement directly to consumers, which will also have a positive impact on our retailers.”

Building upon its “Edge Your Look” campaign, the immersive, cross-country experience invites consumers to celebrate their individuality. The (Street) Art of Beauty tour will feature a mobile salon covered in graffiti by Indie184. Aboard the salon will be a team of makeup artists helping consumers learn how to perfect an edgy eye or bold lip using Rimmel London products such as Magnif’eyes Eyeshadow Palettes, Scandaleyes Mascara, and the new Stay Satin Liquid Lip. Product giveaways and coupons for future purchases will be offered along with Instagrammable backdrops.

“The tour allows us to literally bring beauty to the streets, which is very much in line with our brand positioning that celebrates real people who take inspiration from the sidewalk versus the catwalk — the world around them to mix and remix and create their own unique style of beauty,” Coleman said. The airstream trailer was custom designed for Rimmel and features Rimmel branding inside and on the outside. for a full immersive experience. “We selected cities across the U.S. that are key markets for Rimmel, which will enable us to connect with our largest fan base.”

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The tour kicks off in Los Angeles on Oct.14 with stops in Las Vegas, Phoenix, Dallas, Houston, Tampa and Miami. Coleman expects as many as 10,000 people will visit the tour which can translate into attention to the bold Rimmel brand. One distinguishing factor Rimmel London has against legacy brands is that its products offer dramatic looks inspired by the streets which offer an avenue to keep up with indie brands, retailers stocking the line said.

“There is a tremendous value proposition for Rimmel.…We offer highly pigmented, true to you shades that are great quality at a great price that allow all consumers to create and personalize their look,” Coleman said. The brand has several new items including four new Magif’eyes Eyeshadow Palettes, a new Stay Satin Liquid Lip Colour and a new lineup of nude shades in its best-selling Stay Matte Liquid Lip Colour.

Coty has been putting muscle behind both its own color cosmetics stable and those acquired from Procter & Gamble. Like many traditional mass brands, Rimmel has felt the pressure of maintaining sales against the headwinds of indie brands. (Ulta Beauty dropped the line earlier this year.) But there are categories where it is showing strength such as lip gloss where its Stay Glossy Lip Gloss posted 17 percent gains for the 12-week period ended Aug. 12 in drugstores tracked by IRI.