RIMMEL Is Number 1

It’s out in the open!

RIMMEL LONDON

is Britain’s best loved

colour cosmetics brand*!

That means RIMMEL is the…

o No. 1 Eye Brand

o No. 1 Mascara brand

o No. 1 Face brand

o No. 1 Lip brand

o No. 1 Nail brand

… in the United Kingdom!

And this fabulous accolade did not come easy!

Nearly two centuries old,

RIMMEL has been serving the needs of ladies like yourself

since 1834!

Beauty loves a legend, and legends don’t come much more compelling than the story behind Rimmel, one of the world’s oldest cosmetics brands.

In 1820, a respected French perfumer who had been trained by the famous Lubin, perfumer to Empress Josephine, the wife of Napoleon I, accepted an invitation to manage a perfumery in London’s prestigious Bond Street.

By 1834, the move to London had proved so successful that, together with his son and apprentice Eugene Rimmel, then aged just 14, he opened a perfumery of his own.

Establishment of the House of Rimmel

As the business flourished, so too did the talents of Eugene Rimmel. By the age of 24, he had become, not only an expert perfumer, but also a cosmetics visionary, experimenting with fragrance and colour, and travelling the world in search of exotic ingredients and new ideas.

Rimmel the brand - created by Eugene Rimmel in London!

A pioneer of personal hygiene, he developed some truly innovative products, including mouth rinses, fragranced pomades and an ingenious scented steam vaporiser, while high society flocked to his flagship perfumery in Regent Street to purchase an extensive range of exquisitely packaged perfumes, soaps and bath essences, many of them bearing royal warrants.

Even at this very early stage, Eugene Rimmel sensed the potential of advertising to bring his products to a wider public, and began to publish lavishly illustrated mail order catalogues and to place advertisements in theatre programmes.

When he died in 1887, his two sons inherited his beauty empire, building on their father’s success internationally by developing an extensive colour line with a special focus on eye-enhancing products, in particular Rimmel’s revolutionary mascaras.

So popular did they become that “rimmel” is to this day the word for mascara in several languages (countries such as Poland, Czech Republic, Slovakia, Hungary, Romania, and even Mexico calls mascara Rimmel!)

After the Second World War, Rimmel was acquired by Robert and Rose Caplin, the owners of a London advertising agency.

As a new mood of optimism swept through Britain, and Hollywood heroines became beauty icons for millions of women, the Caplins – with intuition worthy of Eugene Rimmel himself – anticipated the resulting cosmetics boom by expanding Rimmel’s colour range, modernising its packaging and launching the first ever self-selection dispenser.

During the 1970s and 1980s, the company changed hands several times before it was finally acquired by Coty Inc. in 1996.

Rimmel is available in more then 60 countries!

Rimmel has since gone from strength to strength, bringing its unique London look to 60 countries worldwide (including Singapore!) and establishing itself as Britain’s best-selling cosmetics brand.

… and still at the cutting edge!

What is truly astonishing is that a brand with so much past can still be very much of the present – but Rimmel, of course, has a tradition of breaking all the rules.

Rimmel is the No. 1 colour cosmetics brand in the UK!

Founded in London, Rimmel has kept its finger on the pulse of this most eclectic of capitals, and taken inspiration from the city’s unique street style to create a brand of beauty that’s quite different from anything to emerge from Milan, Paris or New York.

Beauty made in London is witty, edgy and streetwise. It’s about setting trends, not following them. It’s about experimentation and self-expression.

In a word, it’s about having fun. And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that.

Beauty made in London is witty, edgy & streetwise.

Why have one identity when you can have as many as you like?

With Rimmel, changing your look is as easy as hopping on the London Tube and switching from Soho to Camden, from Portobello to Notting Hill.

A galaxy of star products

Rimmel’s extensive range is kept bang up-to-the-minute as it translates the look of London into new shades, products, packaging and advertising. But however creative and fashion-forward, Rimmel products are always easy to use, versatile and accessible, designed to encourage experimentation and self-expression.

*ANNEX – Claim Data Support

RIMMEL is The UK's number 1 colour cosmetics brand

(a) The UK's number 1 colour cosmetics brand

Data: IRI data 52 wks ending 23rd January 2010 Value and Volume

(b) The UK's number 1 Mascara Brand

Data: IRI data 52 wks ending 23rd January 2010 Volume

(c) The UK's Number 1 Eye Brand

Data: IRI data 52 wks ending 23rd January 2010 Value and Volume

(d) The UK's Number 1 Face Brand

Data: IRI data 52 wks ending 23rd January 2010 Volume

(e) The UK's Number 1 Lip Brand

Data: IRI data 52 wks ending 23rd January 2010 Value and Volume

(f) The UK's Number 1 Nail Brand

Data: IRI data 52 wks ending 23rd January 2010 Value and Volume

Ayumi Hamasaki Meets Rimmel London in Asia

RIMMEL Japanese Series Introduced In Malaysia This Autumn!

Asia’s greatest pop diva and style icon, Ayumi Hamasaki has joined forces with UK’s No.1 make-up brand, Rimmel London to take beauty made in London to Asia!

In Malaysia, the exciting collaboration between Rimmel and Ayumi, affectionately known as AYU, kick-starts with the launch of three exciting Japanese range cosmetic products, namely the Rimmel Forever Shape Mascara, Rimmel Mascara Remover, and Rimmel Colour Rush Sparkling Gradation Eyes, that will be hitting our shores in November.

Developed with advanced beauty and skincare technology from Japan, the latest Rimmel Japanese range of cosmetics are designed specifically to suit the beauty needs of Asian features and skin types.

With 75,000 units sold within the first three months of launch in Japan between February and April this year, the Rimmel Forever Shape Mascara comes in Full Volume and Super Long. Formulated with Forever Shape Polymer, also known as the Shape-memory formulation, the mascaras can effectively remember and keep eyelashes perfectly curved for up to 12 hours!

The innovative combination of both soft and hard bristles in the brush head ensures a speedy and easy application with amazingly smooth lengthening and voluminous effect, clump-free!

Fret not when it comes to removing the long-lasting mascara on your lashes, as Rimmel is also introducing the Rimmel Mascara Remover in this Japanese range that is created specifically to remove the waterproof mascara in a jiffy! Simply apply directly onto the lashes and witness how it removes the waterproof mascara perfectly without any need for rubbing.

As with the stunning limited edition eye colour pallet, Rimmel Colour Rush Sparkling Gradation Eyes that comes in 5 different sets of 4-shades combination, one can expect to create an amazing and stunning three dimensional (3D) effect eye look with these gradations.

On the collaboration between RIMMEL and AYU, General Manager of StarAsia (Malaysia) Sdn. Bhd, sole importer and distributor of Rimmel London in Malaysia, Miss Julia Wong said, “RIMMEL has always stood for beauty with an attitude; it is experimental, eclectic, glamorous, stylish and uber-hip. It is about setting trends, not following them. The fact that AYU is Asia’s leading trend-setter, her unique take on beauty complements RIMMEL’s ethos of experimentation and self- expression.

“Since both RIMMEL & AYU pursue beauty with an attitude, the collaboration between these two powerful forces within the beauty industry creates a style that is synonymous with RIMMEL’s DNA. Therefore, as the first and only Asian face to front RIMMEL, AYU is a purveyor of true individuality,” explains Miss Wong.

This latest RIMMEL Japanese range of cosmetics will be available in Malaysia starting 1^st November 2010. The Rimmel Forever Shape Mascara (RM49.90) and Rimmel Mascara Remover (RM34.90) are sold exclusively at selected Watsons stores, and the Rimmel Colour Rush Sparkling Gradation Eyes (RM65.90) are sold exclusively at selected Guardian stores only.

For more information on the products, please contact Rain Liew, Marketing Executive of StarAsia (Malaysia) Sdn. Bhd. at +603 6275 5723 begin_of_the_skype_highlighting +603 6275 5723 for assistance. Alternatively, you may also join Rimmel London Malaysia’s Facebook group at www.facebook.com/rimmelmalaysia for more updates.