Q&A: Coty’s Chandra Coleman discusses Rimmel London’s newest marketing effort
Coty’s Rimmel London brand in April unveiled its latest marketing push. For the Edge Your Look campaign, the brand has partnered with its well-known brand ambassadors — which include Cara Delevigne, Rita Ora, Georgia May Jagger and Kate Moss — as well as such beauty influencers as makeup artists Portia Ferrari and male teen beauty blogger Lewys Ball.
Drug Store News spoke to Chandra Coleman, Coty VP U.S. marketing for Sally Hansen, about the new Rimmel London initiative and what it says about Coty’s larger efforts to expand its marketing reach to meet consumers
Drug Store News: One notable thing about the new Rimmel London campaign is that it’s not centered around one product, but the whole Rimmel London product line and its role in a day-to-night look — and the tagline “Edge Your Look” puts a lifestyle at the center of the campaign. Why was making beauty shoppers participants in this campaign important, and how does it help reach your target audience?
Chandra Coleman: The campaign is meant to inspire moments and celebrate bold attitude in a clear and impactful way. We want to empower consumers to embrace their own version of edge and explore edgier looks. We see more girls and guys reinventing the rules of beauty, they are opting to create more distinctive looks and they aren’t afraid to show it. We want them to embrace those edgy makeup looks by giving them an arsenal of products to do so and of course, we want to give consumers the opportunity to join a community of people who celebrate diversity and individuality.
DSN: In addition to celebrity ambassadors like Cara Delevigne and Kate Moss, this new campaign is also featuring beauty influencers — both men and women — how does this underscore the idea of the brand as a vehicle for showcasing individuality, and how does this help reach beauty shoppers on platforms like Instagram, as well as the emerging “boy beauty” shopper?
CC: We are looking at this a bit differently, tapping into this group of beauty enthusiasts for those who celebrate individuality and self-expression. We based our picks on those who we felt can relate to our consumer in some way, and who would encourage people to have the confidence to experiment and personalize their own looks. Our consumers are not exclusively female, and we wanted to select influencers that spoke to our entire consumer base.
DSN: This campaign isn’t the first in which Coty has partnered with influencers on social media — they played a key role in the launch of Sally Hansen Color Therapy, too. To what extent is reaching these influencers’ audiences playing a role in new product launches and building excitement around new products and brand messaging?
CC: We routinely reach out to up-and-coming influencers as we know that now, more than ever, consumers look to them for real advice and inspiration. They create their own content and we know they will use our products and discuss them authentically, which is the best content we can ask for when trying to share our products with our consumers.
DSN: What other ways besides social media is Rimmel London and Coty more broadly looking to “evolve with [your] customers,” as you said alongside the new campaign launch, beyond traditional messaging and modes of influence? How are you working to get shoppers to co-create your brands’ stories?
CC: We’re inviting consumers to join in by taking a picture of them posing with the “double L,” by framing their face with their hands and posting it to social media with the hashtag #edgeyourlook. We want to give consumers the opportunity to join a community of people who celebrate diversity and individuality. From a total Coty brand perspective, we want to do things differently. For us, this is about reaching women and men who might feel the beauty industry today doesn’t speak to them – we want to celebrate diversity in every sense of the word. We will do this through:
To read the original story about the marketing campaign’s launch, click here.
Drug Store News spoke to Chandra Coleman, Coty VP U.S. marketing for Sally Hansen, about the new Rimmel London initiative and what it says about Coty’s larger efforts to expand its marketing reach to meet consumers
Drug Store News: One notable thing about the new Rimmel London campaign is that it’s not centered around one product, but the whole Rimmel London product line and its role in a day-to-night look — and the tagline “Edge Your Look” puts a lifestyle at the center of the campaign. Why was making beauty shoppers participants in this campaign important, and how does it help reach your target audience?
Chandra Coleman: The campaign is meant to inspire moments and celebrate bold attitude in a clear and impactful way. We want to empower consumers to embrace their own version of edge and explore edgier looks. We see more girls and guys reinventing the rules of beauty, they are opting to create more distinctive looks and they aren’t afraid to show it. We want them to embrace those edgy makeup looks by giving them an arsenal of products to do so and of course, we want to give consumers the opportunity to join a community of people who celebrate diversity and individuality.
DSN: In addition to celebrity ambassadors like Cara Delevigne and Kate Moss, this new campaign is also featuring beauty influencers — both men and women — how does this underscore the idea of the brand as a vehicle for showcasing individuality, and how does this help reach beauty shoppers on platforms like Instagram, as well as the emerging “boy beauty” shopper?
CC: We are looking at this a bit differently, tapping into this group of beauty enthusiasts for those who celebrate individuality and self-expression. We based our picks on those who we felt can relate to our consumer in some way, and who would encourage people to have the confidence to experiment and personalize their own looks. Our consumers are not exclusively female, and we wanted to select influencers that spoke to our entire consumer base.
DSN: This campaign isn’t the first in which Coty has partnered with influencers on social media — they played a key role in the launch of Sally Hansen Color Therapy, too. To what extent is reaching these influencers’ audiences playing a role in new product launches and building excitement around new products and brand messaging?
CC: We routinely reach out to up-and-coming influencers as we know that now, more than ever, consumers look to them for real advice and inspiration. They create their own content and we know they will use our products and discuss them authentically, which is the best content we can ask for when trying to share our products with our consumers.
DSN: What other ways besides social media is Rimmel London and Coty more broadly looking to “evolve with [your] customers,” as you said alongside the new campaign launch, beyond traditional messaging and modes of influence? How are you working to get shoppers to co-create your brands’ stories?
CC: We’re inviting consumers to join in by taking a picture of them posing with the “double L,” by framing their face with their hands and posting it to social media with the hashtag #edgeyourlook. We want to give consumers the opportunity to join a community of people who celebrate diversity and individuality. From a total Coty brand perspective, we want to do things differently. For us, this is about reaching women and men who might feel the beauty industry today doesn’t speak to them – we want to celebrate diversity in every sense of the word. We will do this through:
- Innovation: more trend-based products, enabling people to get the looks they love, brought to market more quickly. Truly focusing on customization and personalization;
- Growth in digital/social: communication, content, e-commerce and services and utilities that engage consumers and offers them even more opportunities to try products and looks via apps; and
- Refined, sharpened brand positioning: we have a robust portfolio of brands that each speak uniquely to consumers and we listen closely to their needs via a variety of vehicles including ambassadors, technologies and owned channels.
To read the original story about the marketing campaign’s launch, click here.