ABOUT

Rimmel London has been leading the sustainable clean beauty charge with its Kind & Free range, featuring minimalist, natural, vegan formulas. But the world of beauty and especially clean beauty, has changed considerably over the past decade. Consumers are more demanding, more discerning - and younger. Gen Z is yesterday’s news; it’s all about Gen Alpha. And clean beauty is no longer a niche with them, it’s the norm.

We were brought onboard to redesign Rimmel’s new skin tints, co-created with Gen Alpha to target their real skin concerns.

London has always been Rimmel’s home and muse. But like the beauty world, it has also undergone a shift from the grungy 2000s days of Kate Moss, Union Jacks and red telephones to a new London which feels more diverse, inclusive and energetic.

Inspired by the ‘New London’ aesthetic, we developed a design idea that reflects the bold, vibrant and lively energy of the city, to live on and off pack. The design speaks with all out confidence - block, stacked type in a vibrant colour palette of turquoise, pink and blue stands out as a fresh and energetic evolution of the existing range - while still working in harmony with it.

This confidence informed a bold and punchy tone of voice. We developed catchy naming for the two skin tints with go-viral potential that calls out the benefits: ‘Glow It Up’ and ‘Blur It Out’.

The new look is a clear and confident shift for Kind and Free, from passive clean beauty to an active and live beauty brand, fitting for a younger audience.