April + July 2018 | NYC, Los Angeles


Bring RIMMEL London’s new aspirational and authentic “Street Beauty” positioning to life at Beautycon Festival with a compelling environment designed to generate #EdgeYourLook consumer and influencer-generated content, focus on priority launch products and drive engagement and purchase consideration with millennial consumers.


A Beauty is Art/Art is Beauty Exhibition that immersed millennial consumers in an edgy, gallery environment with unique photo-worthy exhibits at every turn. The exhibit included interactive stations with RIMMEL London products and commissioned art pieces to celebrate artistic expression that showed off the brand’s playful attitude.


  • 22M total social media impressions
  • 5,000+ new @rimmellondonus Instagram followers
  • A significant increase in new followers on Snapchat
  • 40% increase in user-generated content compared to 2017 for #EdgeYourLook
  • Leveraged our Studio B network of exceptionally talented artists