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Rimmel and BETC encourage us to stop 'getting' and start 'living'

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Rimmel London has announced an evolution of their now iconic brand identity; “Get The London Look.” Created in collaboration with BETC London (the agency's first collaboration with Rimmel, having won the brand’s global advertising account last summer), the new strap-line and dynamic digital launch campaign is designed to capture the edgy, diverse and empowering self-expressive attitude of Rimmel’s audience. For years, the cutting-edge brand has been encouraging women to Get The London Look, but the new identity underlines the fact that there is no singular London Look. Rimmel, in a subtle yet powerful evolution, has updated its strap-line to “LIVE THE LONDON LOOK,” promoting a vibe fuelled by the city’s cultural richness, sense of freedom and diversity. The idea is that the London Look is whatever you want it to be, no matter where you are in the world. This call-to-action is designed to resonate with Millennials and members of Generation Z who’ve reinvented the rules of beauty and have the confidence to create their own distinctive looks.

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To highlight and celebrate the edgy London Look vibe, Rimmel has created a new visual signature, the double L frame, to inspire memorable pictures with a bold attitude. Easy to create with the thumb and index finger of each hand, the LL makes the perfect face-framing pose. Rimmel has been teasing its new brand identity via social media, where interactive beauty culture thrives. Its engaging digital activity involves the brand’s trendsetting ambassadors such as Cara Delevingne, Rita Ora, Georgia May Jagger and Kate Moss, who will all invite girls to share their own take on the LL pose and London Look attitude.

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To build even more relevance with style-savvy consumers, the brand is also partnering with up-and-coming beauty influencers. These include makeup artist and model Portia Ferrari; rising star model Maddi Waterhouse; Vivienne Westwood’s model grand-daughter Cora Corré; and male teen beauty blogging sensation Lewys Ball. This campaign marks a step away from the codes of the category not only through the messaging, but also through execution. Products are used throughout the film in a subtle, natural day-to-night fashion, reflecting Rimmel fans’ everyday lives.

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Montse Passolas, Vice President of Global Marketing at Rimmel London & Manhattan at Coty, Rimmel's parent company, said: “This is a positive call to action encouraging people to express themselves in authentic way. The new brand platform conveys a clear point of view of Rimmel’s edgy and streetwise personality; inviting girls and guys to mix things up and try new looks.” Rosie Bardales, Executive Creative Director at BETC London, added: “Live the London Look invites and inspires guys and girls to explore the many versions of themselves. Cara, Rita, and the Rimmel influencer squad, combined with Dexter Navy’s raw cultural vision - bring a breath of fresh air to this category.”

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LIVE THE LONDON LOOK launched this week with an inspiring digital film (below) that celebrates diversity and self-expression. A rallying cry for originality and edginess, the brand anthem, directed by Dexter Navy through Partizan, and with post production by Absolute Post, shows the Rimmel squad having a blast around London, talking about confidence and individuality, owning the double-L frame in catchy poses, truly living the London Look globally. The LIVE THE LONDON LOOK launch campaign will roll out globally in the coming months across Rimmel’s digital platforms, seeding the way for work to come.

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