Marketing Strategy of Rimmel London

Rimmel London has successfully launched several products by focusing on multichannel strategies and incorporating elements of experiential marketing. One such example is the launch of the Wonder’Luxe Volume Mascara, which targeted beauty lovers who wanted both long-lasting volume and conditioning ingredients in a single product. To create buzz, Rimmel took a 360-degree approach by promoting the product through influencer collaborations, in-store displays, and digital media.

Prior to the product’s official release, influencers were sent PR kits containing the Wonder’Luxe Volume Mascara alongside personalized items like custom makeup bags and beauty tips. These influencers created unboxing videos and first-look tutorials that showcased the product’s unique features, such as its blend of four luxury oils that nourish lashes while delivering volume. This type of pre-launch content helped build anticipation among their followers and drove early interest in the product.

In addition to influencer marketing, Rimmel launched an interactive digital mascara try-on tool on its website, allowing users to virtually test the mascara on their own lashes using augmented reality (AR). This feature helped replicate the in-store experience online, which was particularly effective during the COVID-19 pandemic when consumers were shifting to digital shopping.

The Wonder’Luxe Volume Mascara launch was also supported by a series of TikTok challenges, where influencers demonstrated the product’s effectiveness through before-and-after transformations. By tapping into TikTok’s highly visual and viral nature, Rimmel was able to engage with younger audiences and generate organic reach.

Another innovative product launch came with Rimmel’s Match Perfection Foundation. The foundation’s marketing strategy revolved around highlighting its inclusive shade range and skin-matching technology. Rimmel developed an online shade-matching quiz that allowed users to find their perfect shade through a series of questions about their skin tone and undertones. The quiz was promoted heavily through Instagram Stories, Facebook Ads, and influencer collaborations, driving traffic to the site and encouraging product trials.

Rimmel also collaborated with dermatologists and beauty experts who provided educational content about the importance of finding the right foundation shade. This not only positioned the product as a scientifically backed solution but also built trust with consumers who were seeking both inclusivity and efficacy in their foundation products.