| Title | Arthouse |
| Agency | J. Walter Thompson London |
| Campaign | Reclaiming the Streets of London - Coty |
| Advertiser | Coty Inc. |
| Brand | Rimmel |
| Posted | November 2002 |
| Product | Exaggerate Hydra Colour Lipstick |
| Business Sector | Lipsticks, Lip Gloss, Crayons |
| Story | OMD collaborated with JWT to this campaign |
| Philosophy | Reclaiming the Streets of London This case documents a journey to reposition Rimmel from beauty on a budget to beauty made in London. From being a tired and dusty brand with little street credibility, it has been transformed into a cool London kitsch brand. The radical and new approach to communication was spear headed by Kate Moss (the girl from Croydon) and involved communicating with consumers on their terms, not ours. In only six months Rimmel achieved a sales uplift, a 25% increase in profitability, re-connection with younger users and improved image perceptions. |
| Media Type | Television |
| Length | |
| Market | United Kingdom |
| Actor / Celebrity | Kate Moss |
| Creative Director | Robin Harvey |
| Art Director | Robin Harvey |
| Copywriter | Jason Berry |
| Advertising Manager | David Allan |
| Director | Andy Morahan |
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