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Rimmel London Gets Edgy With New Brand Identity Campaign

Rimmel London's ambassadors and newly named influencers launch the social effort.

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.

Cara Delevingne and Rita Ora get edgy for Rimmel London Campaign
Cara Delevingne for Rimmel London Edge Your Look.

“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.”

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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.

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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.