Rimmel

Rimmel began in 1834 by a 14 year old young man, Eugene Rimmel. His father was a well known perfumer who moved his family from France to London in 1820 to take over a perfumery called Bond Street Perfumery. Eugene was his father's apprentice and proved that he had a talent and skill that was worth investing in and so the House of Rimmel was born. By 24 Eugene was such an accomplished perfumer that he was a pioneer in the cosmetic field. A few of his ingenious ideas include personal hygiene staples such as mouth rinse, scented pomades (hair gel) and a scented steam vaporizer. Mail order catalogs featured Eugene's decadent, illustrated advertisements and Theater programs featured his products also. When Eugene died in 1887 his sons focused the cosmetic line on eye makeup. They made their eye makeup products so popular that people did not refer to mascara by its name but instead by Rimmel. The company changed hands in WWII to Robert and Rose Caplin.They expanded the choices of color in the cosmetics and brought contemporary packing to the products. They also brought the public the first self-selection dispenser, which is simply a small bottle with a pump dispenser. The company continued to thrive and to change hands. In 1996 Coty Inc. bought the Rimmel London company and has owned ever since. Rimmel is sold in over 40 countries. Their website lists that they currently have 5 models which they use in their advertisements. These women are: Alejandra Ramos Munoz, Solange Knowles, Zooey Deschanel, Georgia May Jagger and Kate Moss. These models do not present a diverse demographic. I would call their ethnicity, age and haircolor demographic stereotypical; blondes, brunettes, black hair and one African American woman, they all look to be under the age of 25.  Rimmel London's core target market is 18-30, their website target market are women 18-24. Rimmel's main cosmetic products are divided into four areas: Eye, Lip, Nail and Face. 

Zooey Deschanel

Cosmopolitan, Oct 2010

InStyle, Apr 2011

 Marie Claire, Apr 2011

Cosmopolitan, Oct 2010

Lily Cole

"The Advertising Standards Authority (UK) banned this Rimmel ad because it fails to clarify that Georgia Jagger's lashes were enhanced artificially.  The lash inserts "distort the visual representation of the effect achievable from the use of the product alone" and is therefore misleading."
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CITATION

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