Beauty brand, Rimmel London has announced its new brand positioning, evolving to a beauty innovator that champions the consumer with authenticity, edge, and real life at its core.
In the brand’s largest rebrand to date, along with a new-look logo, Rimmel London is adapting its signature tag line 'Live The London Look' to 'Live YOUR London Look,' encouraging consumers to step out from behind the ring light and take beauty out into the vibrant, moving, dynamic world that goes beyond the bathroom mirror.
The new brand positioning focuses on self-discovery and identity, moving away from the stereotypical standards of beauty. This evolution highlights that beauty is not about perfection or filters; it is about being true to oneself and living in the moment, directly from where you are.
"Rimmel London has always been a pioneer, pushing the boundaries of beauty and discovering newness and relevance at the heart of culture," said Coty consumer beauty, chief brands officer, Stefano Curti.
"Today, that means out there on the street, where life happens. That’s where beauty is discovered, and it’s different for every person, it can change every day, and we celebrate it all."
The brand has also recently launched its Beauty Live From content series that sees eight visionary creators from around the globe highlight their lived beauty. The series will be live across Instagram and TikTok.
With Beauty Live From, Rimmel London is highlighting beauty that reflects real life, and is lived out on the streets across the world.
Beauty Live From will come to life with an exclusive ‘Beauty Live From’ event in London hosted by Maya Jama and will see performances from Kenya Grace and more Rimmel London friends, which super fans can win exclusive tickets to via the Rimmel Live app and the Rimmel London social channels.
The Rimmel London rebrand including new logo and strap line will appear online from September 2024 and be rolled out across the globe over the upcoming year.
You can find the Rimmel London brand listing and download hi-res product imagery for editorial inclusion, here.
Image credit: Supplied/Coty
