Rimmel London is one of the most recognised beauty brands in the world. But recognition and relevance are different things. With rivals like e.l.f. establishing themselves as Gen Z favourites, Rimmel came to YeahNice with a clear brief: connect with a new generation without abandoning what made the brand iconic in the first place.
Building on truth, not trends
Rimmel's identity has always been tied to music and self-expression. Kate Moss, London's club scene, decades of defiance. The question wasn't how to make Rimmel feel younger. It was how to make what was already true about Rimmel visible to an audience that hadn't grown up with it.
Working with a Gen Z panel, we found that their nostalgia for the 90s isn't about the aesthetic. It's about the feeling - carefree, unfiltered, loud. And 71% of them say Spotify is their antidote to doom-scrolling, using music to forge real connections with each other.
This got us to our brand platform: Where there's music, there's Rimmel
Where music happens
To launch the Full Volume Collection, Rimmel put a Spotify code on every product. We made that code the centrepiece of everything. Over the summer, twelve hosts curated 25 playlists and recorded spoken-word introductions to go with them, built by influencers, ambassadors, community votes, Rimmel staff. The collection's name, Full Volume, nodded to both the music and the makeup.
Every touchpoint drove back to Spotify: paid and owned social, audio ads, a dedicated Rimmel creator profile. On the ground, creators and ambassadors took the brand into summer festivals, dropping live playlists and capturing real-time content, be that street-level stickering near venues, campaign merch, and point-of-sale.
Making what already matters impossible to ignore
The Where Music Happens campaign was designed to build visibility, impact and trust with Gen Z, using music as a way into the brand. Across the campaign period, 29 creator- and brand-led posts generated 26.6m in potential reach and 906k video views. Of the comments on influencer posts, 89% were positive, with regular mentions of both the products and the playlists themselves. The interactive packaging converted that awareness into measurable behaviour: 1,566 playlist plays and 726 saves, with listeners spending over seven hours engaging with the creator-recorded introductions alone.
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