Your Shade.
Your Stage.
Rimmel
Rimmel London’s Match Perfection extended foundation needed to grow relevance with the next generation of makeup wearers. The brief was clear: get young Gen Z consumers to choose this foundation by shifting perceptions from “just makeup” to self expression.
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Rather than push product features, we chose to shine a spotlight on the people themselves. Their individuality, confidence, stories and looks became the focus. The campaign evolved into a cultural platform rooted in diversity and self authorship rather than conventional beauty advertising.
Objective
Get the nation’s young Gen Z makeup wearers to choose Rimmel’s Match Perfection extended foundation.
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This audience was culturally fluent, socially expressive and sceptical of one size fits all beauty messages. The challenge was to break through with something that felt real, relevant and owned by them, not directed at them.
Strategy
Share the beauty of self expression to build consumer confidence.
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We reframed the product not as a solution to imperfection but as a tool for stage and identity. Match Perfection was positioned not to cover you, but to amplify you. The strategy elevated real voices over traditional beauty art direction, allowing Gen Z individuals to showcase their unique looks, opinions and confidence.
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Rather than speaking about diversity, the work embodied it.
The idea
A social first campaign that invited Gen Z to take centre stage.
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We captured real people, each with their own perspective on beauty, sharing their voices through candid social content, short films and platform native stories designed for shareability. The creative was visually dynamic, emotionally confident and culturally fluent.
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The campaign look and language aligned with culture, not category norms, creating a voice that felt owned by the audience rather than imposed by the brand.
What it delivered
The work transformed Rimmel’s Match Perfection from another foundation product into a cultural platform centred on self authored beauty.
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By focusing on real individuals and letting them speak on their terms, the campaign created a conversation about beauty that felt human, relatable and current.
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It did not just show diverse faces. It gave them space to be seen and heard in environments where Gen Z already lives and shares.
Impact
The campaign achieved category-leading engagement and performance for the Rimmel brand within its target demographic.
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All-time high View-Through Rate (VTR): 49% for the 20-second local asset vs 40% for comparable 20” global assets
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Completion video rate of 57%, significantly above category norms
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The Match Perfection landing page saw a bounce rate of 18.53% vs an average of 44%, demonstrating strong audience relevance and interest
These results showed that the work didn’t just get seen, it kept attention, resonated and drove meaningful engagement.
Recognition
Featured across social and industry platforms, supporting Rimmel’s shift toward culturally fluent, youth led storytelling and reinforcing the brand’s relevance with a new generation.
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