Rimmel’s new Gen Z campaigns will show the brand in a ‘fresh new light’

The Coty-owned brand will launch campaigns with the help of an external creative agency for the first time

Coty-owned Rimmel London has partnered with creative agency Initials to deliver its new Gen Z targeted campaigns.

The three upcoming initiatives will roll-out in September, kicking off with the Match Perfection foundation range, followed by a Halloween and Christmas-themed campaign.

This will be the first time the brand has worked with a marketing agency on its campaigns; independent creative agency Initials won the pitch after competing with four other agencies.

Rimmel’s Marketing Manager Janine Fernandes, said: “At Rimmel, we pride ourselves in pushing creative boundaries in the category and in truly connection with our ever-discerning audience.

“We were looking for an agency that really understand the UK audience and can turn insights into great campaigns. One that exceeded our expectation, challenging us whilst looking in close collaboration with the team here.”

Initials will also promote UK product launches for the brand across its digital and social platforms.

Senior Strategist at Initials, Rachel Jackson, said: “Rimmel London is an iconic brand and knowing what product launches are in the pipeline, we’re excited to be working with the brand to take it to the next level for a new generation of beauty consumers.

“We’ll be building upon the fantastic equity established at a global level deliver creative campaigns that really resonate with our UK consumers and begin to show Rimmel in a fresh new light.”

Meanwhile, commenting on the partnership with Initials, Fernandes added: “We’re confident Initials will fulfil bringing a fresh strategic take on creative for the projects we have coming through.”

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