Rimmel London

There was a time when you wouldn't be caught dead wearing Rimmel make up but my how things have changed. Thanks to some major rebranding and a great marketing campaign, Rimmel is now mentioned in the same breath as Maybelline, MAC, L'Oreal and Revlon. It all started back in 2001 when the company approached Kate Moss to spearhead their new directional campaign, Rimmel London. The concept was to celebrate the heritage of London and transform Rimmel from a naff brand into one that was cool, edgy and street wise. A TV and print campaign was created which focused on Moss being the quintessential London girl. Moss herself admitted that she had been a Rimmel girl when she was teenager and soon a beautiful partnership was born and one that would stay firm during Moss's drug scandal a few years later. Since then Rimmel London have gone strength to strength and last year they introduced model, Lily Cole and pop star, Sophie Ellis-Bexter to the stable.

Rimmel London's roots go back as far as 1820 and was family run until 1996 when it was acquired by Coty Inc, owners of numerous perfume and make up brands. Today Rimmel London is all about fashion and experimentation and about creating trends as opposed to following them. Aligning themselves with glamorous events such as London Fashion Week and Clothes Show London shows how far they have come. With a mixture of old and new Rimmel London produces a wide range of shades in eye shadows, nail polishes, lipsticks and foundations. These colours are constantly updated to make sure that they are on trend.

I have always liked the TV adverts which I found to be quirky and kind of hippy chic and I really admired Rimmel London for standing by Kate Moss during her troubled period even though everyone else dropped her like a hot potato. However, to be honest I never really took notice of the Rimmel London products till a work colleague and I popped into Superdrug and stopped by the stand. To say I was impressed would be putting it lightly, the range on the stand was fresh, hip and almost retro. I fell in love their nail varnishes especially the New I Heart Lasting Finish range which comes in a wide range of mouth watering colours. If you are in a hurry then there is the new 60 Second polish and if you want easy application then check out the Lycra Pro range.

Check out the Rimmel London website and have a peep at Sophie's little black book, read all about Lilly's beauty regime and admire all the images of Kate while she has been a Rimmel London lady.

I have also included below the Rimmel London advert of Sophie Ellis-Bexter displaying the traits of the quintessential London girl.




Images taken by Rimmel