Rimmel London has been around for a very long time (in England), but just like America’s history is much younger than Britain’s, so is Rimmel’s history as a cosmetics brand in America. But Rimmel is celebrating it’s 10th anniversary as a brand here in the United States. To celebrate, a “crown” is embossed into the various products, to remind Stateside girls of Rimmel’s true roots. Glamorous Kate Moss, Georgia May Jagger and Coco Rochas are faces of the brand, and Coty Inc. has added three more celebrity women: Actress Zooey Deschanel, musician Solange Knowles and fashion model Alejandra Ramos Munoz.
England may have a genuine Queen, but Rimmel has also picked ten young girls to be America’s Rimmel “royalty.” They are called the “Rimmel 10 girls.” Their task is to promote the products, and “the London look,” to consumers in the United States. The girls aren’t compensated (in money as the celebrity spokeswomen are) but they get to try all the Rimmel products and share loads of it with their delighted friends. The company also asks them to try different challenges (e.g. not wearing any makeup for a day to see how it feels, and then share their experiences and thoughts.
At the Spring launch for Rimmel’s 10th anniversary, I ,et some of these Rimmel 10 girls in person. They told me what they think about the products, and how they use them to create their own, signature looks. It was novel, to say the least, to hear non-beauty experts authoritatively telling experienced beauty editors what they should know about the brand. While I am not a teenager, I actually do use some of the Rimmel products. The focus, however, is on a youth market. Harnessing their peers to promote the brand, is a clever use of social media. The girls were quite articulate, as they described the product they were assigned: mascara, blush, bronzer, lipstick, lip gloss, nail polish. If you want to know more about Rimmel 10 girls, visit Rimmel’s website and check out this video of the girl’s first challenge (to go without makeup for a day).
I got a chance to see some of the products from the new, Spring 2010 Rimmel London Look collection:
Max Volume Flash Mascara $7.19 is supposed to supply 14 times the volume with no mess. It also contains Collagen and Keratin. It won’t curl, but it does coat your lashes with nice color and thickens them a bit. It is available in basic black and a deeper, intense black. There isn’t a waterproof version on the market right now, so it does leave some deposit if you sweat. But I love the generously sized brush, and the hot, pink case.
Moisture Renew Lip Colour SPF 18 $6.79 impressed me a lot. The Rimmel 10 girl representing this lipstick product at the launch was from Nashville (a singer, songwriter) and reported that her lipstick stayed on all day. Her lips looked beautiful and moist with a pretty, pink color. However, if your lips are less than perfect, she informed us that the lipstick won’t bleed into lip lines. This Lipstick incorporates a unique blend of three hydrators: polypeptides, hyaluronic acid and natural collagen. And skin loving benefits including Vitamins A, C and E. There are 24 different colors with some being more sheer than others I liked the shiny, metallic, purple case, too. Mine didn’t stay on all day, but it did look moist and naturally shiny as long as it did last. My lips felt pampered/
Royal Gloss $4.99 is a squeeze tube with a slant tip that dispenses a super shiny, non-sticky lip gloss with a seriously bubblegum, chocolate, peach scent. . These seemed to make a bit hit with other editors at the launch. I enjoyed the look and the feel, but the scent was strong, maybe a bit too strong for me. It is sure to be a favorite of teens and 20-somethings, though.
A good blush is always a treasured find. Rimmel’s Lasting Finish Blendable Blush & Highlighter is just $4.99 and is embossed with the anniversary “Crown” logo. The regular blush comes in four universally flattering shades: pink, berry, rose pink sorbet, and Santa Rose. It blended easily and lasted without turning color, even in the heat. There is also a Blush & Highlighter $4.99 in four shades that include two deeper, browner ones. You can use one stripe of color to color, one to contour, and one to highlight (it product has light-reflecting mica for a luminous glow) or just swipe your brush across all three for a lovely, slightly shimmery, blush color.
I really liked the look of the Sun Shimmer Maxi Bronzer for Face and Body $7.99 that is packaged in a large, round, compact with a clear top, livened up with stripes of gold glitter and shimmer, underneath the top coating of glitter. The product also has ridges, so it looks more natural when you’re swishing your brush and applying it. Most bronzers don’t hold up, but if you can get one for under $8.00 that comes in three shades from light to deep, and doesn’t make you into the great pumpkin, you’ve gotta grab it!
Nail Polish is a way to show your personal style, and Rimmel makes it easy, with their Lasting Finish Pro Nail Enamel $3.99 in a whopping, 31 trendy and classic shades, plus a base and top coat. While most of the shades are traditional, there was a teal green, blue and a few other expressive colors. The product has UV protection and is supposed to last up to ten days. According to the young lady from California who was modeling it, her polish was a applied a few days earlier, and still going strong. It looked glossy. The large brush makes it easier to apply, too.
Rimmel is an affordable brand with trendy and wear-able products that let you indulge, without injuring your budget. You can find it at chain drug stores and mass market retailers Nationwide. http://www.rimmel.london.com/ for store locations
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