Rimmel London is evolving its brand identity with the launch of a new campaign, which carries a strapline the Coty-owned brand describes as ‘empowering’ – Edge Your Look.

The latest campaign is designed to capture the ‘edgy, diverse and self-expressive’ attitude of the mass market beauty brand’s fans. To that end, the brand is partnering with a series of beauty influencers, including make-up artist and model Portia Ferrari, models Maddi Waterhouse and Cora Corré and male teen blogger Lewys Ball.

“Millennials and members of Generation Z are reinventing beauty standards and have the confidence to create their own distinctive looks. They also want to co-create and be part of the story. Everyone can ‘Edge Their Look’, and edginess is different for everyone – it can be whatever you want it to be, no matter who you are and where you are in the world. It’s a celebration of individuality, self-expression and diversity. Why launch this new positioning now? Because we need to keep up with the times we’re living in and evolve with our consumers,” says Chandra Coleman, Vice President of Color Cosmetics and Mass Fragrances US at Coty.