NEW YORK — Coty Inc. is expanding the coterie of stars fronting its Rimmel London brand in order to round out its global appeal.
This story first appeared in the March 5, 2010 issue of WWD. Subscribe Today.
Actress Zooey Deschanel, singer-songwriter Solange Knowles and model Alejandra Ramos Munoz will start appearing in ads for Rimmel beginning later this year. They join Kate Moss, Georgia May Jagger and Coco Rocha as brand spokeswomen.
“Zooey, Solange and Alejandra each bring a distinct look and personality to Rimmel London, expanding the brand’s visibility and strengthening Coty’s global color platform,” stated Bernd Beetz, Coty’s chief executive officer.
Stephen Mormoris, senior vice president, global marketing of the firm’s Coty Beauty division, which owns Rimmel, explained that Rimmel wants to broaden its reach to markets like China, Japan, India and Latin America by repositioning the brand as being identified with London “as a state of mind.”
“At a time of extraordinary worldwide growth for the brand, these three strong, successful and uniquely beautiful women will help ensure that Rimmel London’s image continues to be modern and globally relevant,” Renato Semerari, president of Coty Beauty, said of the new spokeswomen.
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Deschanel, known for her roles in movies including “(500) Days of Summer” and “Yes Man,” is also a singer-songwriter and will release her second album in the spring with her band, She & Him.
Knowles, who is Beyoncé Knowles’ sister, is a singer-songwriter, producer, DJ, actress and entrepreneur. Ramos Munoz is a Puerto Rican model.
Rimmel, which industry sources estimate does nearly $1 billion in retail sales globally, ranks number one in the U.K., number two in Italy, number four in Holland and number 10 in the U.S., putting it second on the world stage to L’Oréal’s Maybelline New York brand.
Each of the spokeswomen will represent different Rimmel brands or collections in print and TV advertising, appearing in the markets where the products are being promoted.