Text: Dariga Masenova IN 2014, LONDON COSMETIC COMPANY RIMMEL EXECUTES 180 YEARS. ACCORDING TO EXPERTS'S EVALUATIONS, IN 2013 THIS BRAND TAKED A LEADING POSITION IN BRITAIN IN THE DECORATIVE COSMETICS SEGMENT. FOUND THIS ONE OF THE BEST IN THE HISTORY OF TOP MODELS AND “FACE” BRANDS - KATE MOSS!
Although companies have been around for almost two centuries, Rimmel associates itself with progressive youth and creates trends. Even Henry Ford said that "history is a hospital bed." The dictum well reflects the mood of the modern, stylish and impudent girl Rimmel. Not all fans of the brand know that the British brand was founded in 1834 by French perfumer Giasint Mars Rimmel, who opened a small boutique on Albemarl Street. Monsieur Rimmel studied with the personal perfumer of the Empress Josephine Pierre-Francois Lubin, and transferred the knowledge to his son Eugene. The young man joined the family business after 5 years. It turned out that Eugene Rimmel is a real marketing genius!
A talented entrepreneur, Rimmel brought to the market the concept of mail order orders, perfumed fans and postcards, which became a hit in sales in Victorian England. His name was well known to everyone, so soon Queen Victoria herself invited him to serve at the court. Soon the fame of Rimmel reached all corners of the world. It is even spoken of in the first issue of the 1863 New Zealand Herald, which published one of the company's advertisements.
The main discovery of Rimmel, who won the love of the world for the perfumer, was the invention in 1880 of a special formula for a new product with the unusual name "liquid cosmetics Rimmel". Of course, this is the first non-toxic mascara ever made! To this day, the product in a compact package of original design with a special brush looks modern. And in the time of Queen Victoria, he was completely considered unique and revolutionary!
In the post-war years, Robert and Rose Caplings democratized the brand. Rimmel from the luxury brand has become a company offering budget cosmetics available to most British women. It was this policy of Rimmel that helped London in many ways to become one of the main fashion capitals in the 1960s.
The brand acquired a modern image in the late 1990s with Coty Inc. at the helm. Again, Rimmel, like Eugene Rimmel once, turned to smart marketing. The brand made every effort to become one of the symbols of London: the main attributes were used - the English crown and the Union Jack. The slogan of the company reflects the youth and energy of the bustling London streets: Get the London look. The next important step was the signing in 2001 of a contract with the global trendsetter, top model Kate Moss. The legendary top model has become the worldwide "face" of Rimmel.
Kate Moss is not just smart and beautiful, she is a symbol of London and Britain. And personifies all the main values - style, personality, beauty and energy. The first campaign with her participation immediately was a wild success. As, however, and all subsequent ones. In 2011, Rimmel London celebrated the tenth anniversary of the collaboration with the top model. The event was marked by the launch of her own line of Kate Moss Lasting Finish Lipsticks. Huge lines lined up for the treasured boxes, and the first batch of lipsticks was bought up literally in a matter of minutes.
Today, Rimmel continues its offensive on the market, replenishing the army of socialite with characters such as Georgia May Jagger and Rita Ora. However, Kate Moss owes its success and wild popularity to the company, which still fuels the interest of fans and promotes the London bow from Rimmel in the world.
RIMMEL & KATE MOSS
The influence of Kate Moss on the fashion industry is great. She has an impeccable style, a sensitive intuition for future trends and a deep understanding of the market. And she is very popular! This helps Rimmel products lead the way. All Kate’s advertising campaigns are absolute hits: she feels great color and adds charm, youth and mood to the brand.
- 2001 Kate Moss signs a contract with Rimmel and becomes the global face of the brand.
- 2001-2011 The products Kate Moss advertises for Rimmel becomes a bestseller.
- 2011 Rimmel London celebrates its 10th anniversary of cooperation with Kate Moss and presents the first iconic collection of Kate Moss Lasting Finish Lipsticks on the market. The brand made top models a surprise by throwing a grand party in London at Battersea Power Station.
- 2013 After the incredible success of the lipstick collection, Rimmel, together with Kate, launches her personal line of nail polishes Salon Pro with Lycra® Nail Polish by Kate Moss.
- 2014 180th anniversary of the founding of Rimmel. Georgia May Jagger and Rita Ora joined in the congratulations of Kate Moss. The party was held at the London Museum of Cinema in the Covent Garden area, near the historic headquarters of Rimmel.
