Cosmetics brand Rimmel London has launched a campaign site to host content for London Fashion Week.
It will feature a new video on each of the five days of London Fashion Week, which starts today.
For each video, Rimmel, in partnership with Glamour.com, will find a ‘real London girl’ and give them a make-over from that day’s catwalk looks.
The partnership includes promotion on Glamour.com, including a Rimmel competition and editorial fashion tips.
The site is targeted at women aged 20-35 who take a keen interest in the latest trends and like experimenting with their look.
Alana Hands, UK brand manager at Rimmel, said, “The Rimmel girl has a real passion for fashion and beauty and is constantly on the hunt for the latest trends. The site will allow our users to mimic designer looks just moments after they’ve appeared on the catwalk.”
Digital and direct agency RMG Connect created the campaign.
This story first appeared on newmediaage.co.uk