Creative Execution

Differentiation by promoting an all-inclusive image of beauty (digital-only approach) - Launched #MakeUpYourOwnRules inspired by diversity of London - Encouraged girls to embrace uniqueness, experiment, #MakeUpYourOwnRules for beauty - 100% digital to be where consumers are Driving FOMO and build long-tail sales distribution strategy through influencer activation - 100+ Influencers to build authenticity/advocacy via first-to-know Rimmel Play Party preview - Educate about London looks/encourage to make own versions - Debuted Rimmel Rebel Squad at the Rimmel Launch Party - Debuted our 4 “real girl” brand ambassadors as the Rimmel Rebel Squad (Represent bold stance on beauty) - Launched massive Launch Party where rebels were able to immerse themselves in Instagrammable playsets representing the London vibe - Nurtured relationship with 100+ influencers for long-tail content and to potentially be an extended distribution channel Getting Rebels to join the beauty revolution - Sustained post-launch buss; contests, targeted ads, tutorials, influencer, users content.

We successfully disrupted the Malaysian makeup scene with #MakeUpYourOwnRules and promoted an all-inclusive image of beauty. 1) Drive online buzz and brand recall for Rimmel’s launch among 16-25yo Malaysian girls - Reached 3.4mil Malaysian girls, helped build fanbase ~26k fans year-to-date for FB & IG - Drove 133k engagements from Rimmel consumers during first month alone, contributing to RM177k earned media values - Collected ~5.5k leads for future CRM program - Branded search volume increased 2.3x from H2/2017 to H1/201810 - Established online SOV among mass-market make-up players, resulting in Rimmel getting 3rd SOV spot by end of H1/201811 despite relatively smaller media spend 2) Break into the category with 1% market share for its first year after launch - 1.5% market share in 3 months post-launch, faster than initial 1 year target - Ranks #7 (June 2018) market share in highly-cluttered category despite well-below average launch media spend

- Market share analysis and agency-commissioned survey showed Rimmel needed to capture Malaysian girls (16-25) who made up a bulk of Maybelline’s base and used makeup frequently. - A comms audit showed most of the category players spoke to a glamorised but homogenous ideals of beauty. - Upon analysing online mentions around Malaysian girls’ attitudes around beauty, we saw a group emerging with an unconventional view: they wanted to “keep it real.” They hungered for authenticity, believed that beauty is more than just looks, and wanted to connect with brands that stood for a greater purpose. - By empowering this segment to be confident and explore their own versions of beauty, we could successfully broaden Malaysians’ perceptions and Rimmel’s entry into the market. Approach We strategised a digital-focused, all-inclusive communication that spoke to these girls who were tired of today’s standards. They wanted one rule: to make up their own.