Rimmel- New Product Launch (2020)
Lasting Finish 25hr Foundation
Lasting coverage that cares.
Rimmel is one of the leading makeup brands in the UK with a strong global presence. As the lead for the Complexion category from 2018-2020, I build a 3-year turnaround strategy to drive Rimmel’s return to growth.
We decided to re-launch Rimmel’s #1 iconic foundation by introducing skincare ingredients to the brand story and extending the shade range (from 9 to 25 shades).
Rimmel Lasting Finish 25hr was a worldwide success and other categories followed the same strategy across the group.
Photography by Rimmel London
Concept
Lasting coverage that cares.
Full coverage + a boost of hydration for great-looking skin that lasts all day.
Hyaluronic Acid+ Vitamin E for skin that looks fresh &hydrated all day.
Transfer-proof, sweat-proof, life-proof, a foundation that lasts as long as you do.
Now available in 25 shades from very Light to very Deep to suit all skin tones.
Claims
Clinical test results:
Sweat, heat, humidity-proof for 25 hrs
25hr wear
25hr transfer-resistant
12hr+ hydration
CUT results (based on a independant user trial , results may vary). Consumers agree:
Flawless complexion all day long
Natural, even finish
Perfects the look of my skin
Perfect coverage that lasts all day
Evens complexion
Gives my skin a healthy look
Skin feels hydrated all day
Blends easily into skin
Endless comfort
Provides a luxurious silky feeling