Rimmel London has unveiled a global rebrand which is the “largest” in the company’s 190-year history.
The Coty-owned make-up giant’s updated repositioning includes a modernised logo, refreshed tagline and marketing campaign which focuses on the theme of ‘lived beauty’.
The changes, first announced on 4 September at the Rimmel London Beauty Live event in London, UK, will roll out this month and are part of a plan to further “elevate” the heritage brand’s presence.
“For us, it is important to reflect and continue to… innovate Rimmel, not just through world-class products but the Rimmel brand itself,” Stefano Curti, Chief Brands Officer, Consumer Beauty, at Coty, told Cosmetics Business.
“Brands must continuously evolve [and] the purpose of this rebrand is to
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