The work, which will roll out from September through to the end of the year, will include a campaign for Rimmel London’s Match Perfection foundation range, as well as Halloween and Christmas campaigns to promote season specific products.
Initials will be delivering product launch activations across digital, social, content and in-store, with all campaigns running nationwide. Specific support activity will appear in Boots and Superdrug stores throughout the UK.
Initials will be working closely with the brand to attract and engage Gen Z beauty shoppers with campaigns that bring more attitude, edge and real-world relevance – to both the category and the way in which consumers experience the brand. The appointment marks the first time the brand has worked directly with a local-market agency.
Marketing Manager at Rimmel UK, Janine Fernandes, adds “At Rimmel, we pride ourselves in pushing creative boundaries in the category and in truly connecting with our ever-discerning audience. We were looking for an agency that really understands the UK audience and can turn insights into great campaigns. One that exceeded our expectations, challenging us whilst working in close collaboration with the team here. We’re confident Initials will fulfil this bringing a fresh strategic take on creative for the projects we have coming though.”
Rachel Jackson, Senior Strategist at Initials, added: “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 to deliver creative campaigns that really resonate with our UK consumers and begin to show Rimmel in a fresh, new light.”