Rimmel London has announced an evolution of its brand identity - LIVE THE LONDON LOOK. Created in collaboration with BETC London, the new strapline (previously Get The London Look) and dynamic digital launch campaign is designed to capture the edgy, diverse and self-expressive attitude of Rimmel’s audience. Rimmel has created a new visual signature, the double L frame.

The brand is also partnering with up-and-coming beauty influencers. These include make-up artist and model Portia Ferrari; rising star model Maddi Waterhouse; Vivienne Westwood’s model grand-daughter Cora Corré; and teen beauty blogger Lewys Ball.

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Rimmel London in 'beauty, fragrance, grooming & health'