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Rimmel London Looks to Spring

The brand's product lineup includes its first entry into the BB cream market, a Kate Moss Lasting Finish Lipstick shade and three eye products.

NEW YORK — Rimmel London’s spring new product lineup includes its first entry into the booming BB cream market, a limited-edition Kate Moss Lasting Finish Lipstick shade and three new eye products to capitalize on the brand’s strength in the eye category.

“There are other BB creams, but we feel this really offers more benefits in one product and will attract new users,” said Laura Weinstein, vice president of marketing for Rimmel, during a preview of the products. The Rimmel rendition of a BB cream has nine skin care and makeup benefits,” said Weinstein, including an SPF 25. The BB cream, available in three shades, will retail for $6.99. Rimmel’s entry joins L’Oréal and Maybelline BB mass-market entries, as well as several other BB creams slated for rollout in next year.

Kate Moss’ efforts behind Rimmel have helped establish the brand in the U.S. and the Kate Moss lipstick has been a huge hit, according to David Cole, marketing director. Now, Moss is teaming with Rimmel to launch a campaign to fight blood cancer. She’s handpicked a shade that will be a limited-edition stock keeping unit in the Kate Moss Lasting Finish Lipstick collection called Kiss of Life to support DKMS, the world’s largest bone marrow donor center. “Rimmel London’s Kiss of Life lipstick pays tribute to the millions of people — heroes in waiting — who joined the fight against blood cancer by registering as potential bone marrow donors,” said Katharina Harf, co founder of DKMS Americas.

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The eye category has been of particular strength for Rimmel. Parlaying off that success, the company is tapping the Scandaleyes banner for a new shadow stick, a new eyeliner and mascara. The Scandaleyes eye shadow stick is a silky cream formula with a chubby applicator. Available in nine colors, it retails for $4.49. The Scandaleyes waterproof Kohl Kajal eyeliner is a fine tipped crayon pencil that Weinstein said stays “put” all day. There are 10 shades with a $4.49 retail. Finally, Weinstein discussed the impact Rimmel has made in mascaras and showed the latest entry, Scandaleyes Show Off Mascara, which combines two separate concepts — lengthening, and lash-plumping. There’s a ball brush for a clump free look and a flat side to plump lashes. The two colors retail for $6.99.