After the recent news of Coty appointing independent creative agency Initials, the agency’s first campaign – Match Perfection – is now live.
Following the launch of Rimmel London’s Match Perfection extended foundation range at the beginning of the year, Initials worked closely with the beauty brand on a fresh re-support campaign designed to turn the spotlight towards the brand’s audience by celebrating individuality, diversity and self-expression.
Rimmel has extended its foundation range, now matching ‘99% of UK skin tones’. Tasked with bringing the product range and claim to life for Gen Z’s, Initials focused on bespoke audience insight to inform a creative idea based on ‘individual confidence’ not ‘difference’. The idea works in alignment with Rimmel’s new brand positioning of ‘attainable edge’. The resulting creative showcases 25 real people, street cast in collaboration with award-winning Coralie Rose of Road Casting, for their own unique opinions, stories and looks. People were discovered across the UK and invited into a national casting process, with 25 chosen to become the faces and voices of one of the world’s most iconic beauty brands. Self taught filmmaker Mollie Mills bought these stories to life on film.
Marketing manager for Rimmel UK at Coty, Janine Fernandes, comments: “Extending the range to compliment over twice as many skin tones was a major development for us. This latest campaign really focuses on our consumers themselves, who they are, what they want and what makes them amazing. The creative from Initials reflects that and it’s exciting to take it out to market.”
Rachel Jackson, senior strategist at Initials, added: “Our development work for this first campaign for Rimmel, one of Coty’s leading beauty brands, focused tightly on audience insight, exploring ways to bring the brand closer to its consumers by reflecting the amazing diversity and individuality of today’s young beauty consumer. Our consumer wants to see themselves and their values reflected in the brands they buy, and this campaign is doing exactly that. Real people, real opinions, real life – through a beautiful lens.”