Your shade. Your stage.


Get the nation’s young makeup wearers to choose Rimmel’s Match Perfection extended foundation.


Inspired by UK-specific insights, we used a lens of confidence and self-esteem to appeal to our discerning Gen Z audience. It was crucial we streetcast real people and let them do the talking.


Brought alive on social, our campaign turned the spotlight on the brand’s audience by celebrating individuality, diversity and self-expression, in line with Rimmel’s new ‘attainable edge’ brand positioning. The work showcased real people chosen in collaboration with award-winning Coralie Rose of Road Casting, for their unique opinions, stories and looks.


To showcase real confidence in all its guises, we street-cast 25 real people and let them do the talking.