May 13, 2021

Rimmel London Seeks Edge With Facebook App, Bold Product Debuts

With the digestion of the brands acquired from Procter & Gamble behind it, Coty Inc. can focus on building its color cosmetics properties. This week, the beauty power is unleashing digital innovation along with new products for Rimmel London, its makeup brand associated with its bold and streetwise looks.
Rimmel is launching a series of live cosmetics try-on effects available within Facebook’s new in-app camera and Facebook Stories. Two new products are also hitting shelves hoping to get a bigger share of the mass eye category sales.
With the Facebook app, users can virtually try on edgy eyeliner looks right from the in-app camera, which can then be shared within Facebook Stories, Facebook Live feeds or on their timelines.
Rimmel’s Facebook Camera Effects is available through the in-app camera, Facebook Stories and select content on Rimmel’s Facebook pages in the U.S., U.K. and Middle East. Users will be able to try on original signature eyeliner looks such as the triple flick or the double mod. This is the latest in Rimmel’s strategy to assist consumers in learning how to experience makeup trends.
“Coty is focused on continuous digital transformation of our brands to ensure we are continuing to exceed consumers’ needs. We have always

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