Rimmel London rolls out new brand identity with Edge Your Look campaign

NEW YORK — Coty’s Rimmel London brand recently announced its new brand identity alongside a new campaign called Edge Your Look. The new slogan and digital launch campaign are aimed at capturing the edgy, diverse and self-expressive attitude of Rimmel London fans, the brand said.

To highlight the Edge Your Look vibe of embracing uniqueness, Rimmel London said it has created a new visual signature, a double-L frame that can be easily created with thumb and index finger for a face-framing pose. The brand is asking its fans to capture their looks with their faces framed by the double L and using the hashtag #EdgeYourLook.

Rimmel London has been teasing the new brand identity on social media, using its ambassadors — Cara Delevigne, Rita Ora, Georgia May Jagger and Kate Moss — and it is partnering with beauty influencers, among them model and makeup artists Portia Ferrari, male teen beauty blogger Lewys Ball and Cora Corré, the model and granddaughter of Vivienne Westwood.

“Millennials and members of Generation Z are reinventing beauty standards and have the confidence to create their own distinctive looks. They also want to co-create and be part of the story,” Coty VP color cosmetics and mass fragrances U.S. Chandra Coleman said. “Everyone can ‘Edge Their Look,’ and edginess is different for everyone — it can be whatever you want it to be, no matter who you are and where you are in the world. It’s a celebration of individuality, self-expression and diversity. Why launch this new positioning now? Because we need to keep up with the times we’re living in and evolve with our consumers.”

Edge Your Look’s launch is coinciding with the launch of a digital film directed by Dexter Navy showing the Rimmel London squad in London, talking about confidence and independence and showcasing the Edge Your Look aesthetic. The campaign moves away from the codes of the category in both messaging and execution, the company said, noting that products are used in the film in a way that showcases their use by Rimmel London fans. 

‘Edge Your Look invites guys and girls to explore and discover the many versions of themselves,” Coleman said. “Cara, Rita and the Rimmel London influencer squad, combined with Dexter Navy’s raw cultural vision, bring a breath of fresh air to this category.”