Rimmel London Product Launch Campaign

Rimmel London was launching a new product into a crowded beauty category and needed a campaign that could move consumers from discovery to checkout at scale, not just generate passive views. Beauty discovery has shifted to creator feeds, where audiences trust demonstration by people they follow over brand advertising, and new launches compete where reach alone does not produce sell-through. House of Marketers read the opportunity as an influencer-first one: in mass-market beauty, creator content can carry a launch on its own, so the agency built the campaign with creator content as the backbone rather than a supplement to paid media.

House of Marketers coordinated 30 creators, none named in the source, producing launch content led on TikTok with multi-platform distribution to Instagram. The creators formed the engine of the campaign rather than an add-on, with content built around the new product to carry audiences from discovery through to purchase, so purchase intent could build alongside reach across both channels.

The structure matched how beauty consumers discover products on social feeds, and distributing across TikTok and Instagram extended the same creator content beyond a single channel's audience. House of Marketers reports 18M+ impressions, a 300% sales uplift and the product selling out on seven consecutive occasions, reading the repeat sell-outs as a demand signal. Every figure comes from the agency's own write-up, however, with no client, press or award corroboration, no launch date, no named product and no baseline for the sales uplift, so the outcomes are agency-reported claims.