Renew Rimmel London brand to the Australian market

Overview

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Coty aimed to position Rimmel London to compete effectively with established French and US mass-market brands holding significant market share in Australia and New Zealand. The goal was to introduce the brand to a more sophisticated and discerning customer base. To achieve this, Rimmel sought visibility through high-profile pharmacy retail outlets like Priceline and premium department stores such as David Jones and Myer.

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Objectives

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• Establish Rimmel London as the leading mass-market cosmetics brand in the highly competitive Australian market.

• Reach a new segment of discerning consumers, enhance Rimmel's relevance and appeal, and build credibility within the professional makeup industry.

• Secure valuable retail partnerships, with a primary focus on Priceline.

• Develop comprehensive training and support programs for new retail partners to ensure the brand’s successful growth and presence.

 

Approach

 

Coty’s strategic marketing initiatives encompassed sponsorship of flagship events such as Splendor in the Grass music festival, She Can DJ (a Sydney-based female DJ competition), and exclusive celebrations marking Rimmel London’s decade-long collaboration with Kate Moss. Laurel and her team of elite makeup artists delivered professional hair and makeup services across these events, including runway shows at live events and in shopping centre activations, luxury blow-dry and makeup bars at Splendour in the Grass music Festival, these efforts aimed to elevate brand visibility, and support advertising campaigns.

To secure key retail partnerships, we committed to delivering comprehensive, hands-on product and sales training to cosmetics teams at David Jones, Myer, and Priceline pharmacies in key areas. Laurel personally conducted a roadshow hosting training sessions with up to 200 participants each, which played a vital role in establishing our presence in the retail space and building retail staff confidence in Rimmel London products from launch.

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Outcomes

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• Significantly increased brand awareness and enhanced the prestige of Rimmel London.

• Secured a lucrative contract for Rimmel London within Priceline stores under Coty’s portfolio.

• Achieved contracts with David Jones and Myer within the same year.

• Marked Coty Australia’s first-ever $100 million year.

 

Conclusion

 

This comprehensive brand strategy achieved a 100% success rate, delivering exceptional results for Rimmel London. With Laurel’s blend of creative vision, excellent communication skills, extensive sales and training expertise, and her sharp eye for emerging global makeup trends, she embodied the perfect fusion of artistic innovation and business acumen. Her leadership enabled the Rimmel London brand to penetrate top-tier Australian retail outlets and position itself to compete with U.S. and French mass-market brands in the region.