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Your Shade. Your Stage.


Drive re-appraisal and penetration of Rimmel’s Match Perfection extended foundation range amongst a UK audience.


Using UK-specific insights, appeal to a discerning Gen Z audience through a lens of confidence and self esteem, not difference.

Our campaign was designed to turn the spotlight on the brand’s audience by celebrating individuality, diversity and self-expression.

Working in alignment with Rimmel’s new brand positioning of ‘attainable edge’, the resulting creative showcases real people street cast 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.