Rimmel has extended its foundation range, now matching ‘99% of UK skin tones’. Tasked with bringing the product range and claim to life for Gen Z’s, Initials focused on bespoke audience insight to inform a creative idea based on ‘individual confidence’ not ‘difference’. The idea works in alignment with Rimmel’s new brand positioning of ‘attainable edge’.
The resulting creative showcases 25 real people, street cast in collaboration with award-winning Coralie Rose of Road Casting, for their own unique opinions, stories and looks. People were discovered across the UK and invited into a national casting process, with 25 chosen to become the faces and voices of one of the world’s most iconic beauty brands. Self taught filmmaker Mollie Mills bought these stories to life on film.