Rimmel - Reclaiming the streets of London: from 'beauty on a budget' to 'beauty made in London'

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’.
Agency: J Walter ThompsonAuthor: Joanna Bartholmew


Reclaiming the streets of London


This is the story of how we rejuvenated a tired and dusty brand, by adopting a radical and new approach to communication. The makeover was spearheaded...