Rimmel London Product Launch Campaign Example
Rimmel London Product Launch Campaign Case Study
How Rimmel London's Approach to Advertising with a Influencer-First Approach Changed the Game!
OUR CLIENT
About Rimmel London
Rimmel London, the UK’s top makeup brand, has been a pioneer in the beauty industry since 1834. Known for its innovative products and commitment to self-expression, Rimmel encourages users to explore and push their beauty boundaries. The brand promotes inclusivity and creativity, offering a wide range of products that allow for personal expression.
OUR CLIENT
About Rimmel London
Rimmel London, the UK’s top makeup brand, has been a pioneer in the beauty industry since 1834. Known for its innovative products and commitment to self-expression, Rimmel encourages users to explore and push their beauty boundaries. The brand promotes inclusivity and creativity, offering a wide range of products that allow for personal expression. Additionally, Rimmel is committed to cruelty-free practices and has been recognized by Cruelty Free International for its efforts against animal testing.
The Problem
The objective of the campaign was to launch Rimmel’s latest product, Rimmel Thrill Seeker mascara.
Previously, Rimmel’s marketing strategy had primarily focused on collaborating with famous high-end models and traditional celebrities such as Kate Moss. However, they really wanted to explore new territory and reposition their brand so they could appeal to a broader, more diverse audience.
Their was a big opportunity for Rimmel London to transform their omnichannel strategy.
Target audience
- Regions: United Kingdom
- Gender: Females
- Age: 18-45
Rimmel London's Approach
Creators and social media influencers were placed at the heart of Rimmel’s wider media strategy, helping to bring the campaign to life through authentic, stylish, and engaging content. Spanning Instagram, TikTok, and Facebook, creator content generated excitement around the launch while extending far beyond social media. Imagery and video assets were repurposed across paid media, programmatic channels, out-of-home (OOH) advertising, television, and display, creating a consistent and impactful brand presence across every touchpoint.
At the centre of the campaign was Olivia McNeil, dubbed ‘Northern Irish TikTok royalty’ by *Heat* magazine. Known for her light-hearted content covering fashion, beauty, food, and viral videos featuring her cat, Olivia has built a highly engaged Gen Z audience. As the face of Rimmel London’s Wonder Volume Thrill Seeker Mascara campaign, she perfectly captured the brand’s bold, playful personality.
Alongside Olivia, a carefully selected group of creators helped amplify the product launch, extending the campaign’s reach and engaging audiences across multiple platforms.
The creator-led approach delivered outstanding results for Rimmel, demonstrating the impact of authentic content integrated across a broader media strategy, as highlighted in the results below.
Incredible Results
- Unprecedented Sales Surge: Achieved a remarkable 300% increase in sales, compared to typical product launches
- Unstoppable Demand: Sold out the Thrill Seeker mascara 7 times consecutively, necessitating pauses in marketing activities
- Omnichannel Dominance: Successfully utilized influencer content across all channels, including OOH, digital billboards, TV, paid media, and organic social posts.
- Influencer Impact: Leveraged Olivia Neil's influence to spearhead a cohesive and impactful campaign, solidifying her role as the brand ambassador.
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