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Company profile and market analysis of Rimmel

Paper Type: Free Essay Subject: Marketing
Wordcount: 2867 words Published: 1st Jan 2015

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In 1834, “The House of Rimmel” was created by Eugene Rimmel in Regent Street London, UK. Rimmel is the most selling cosmetic brand known as Rimmel London. The company is now owned by Coty, Inc.

Rimmel’s tagline is: “Get the London look”.

Few years ago Rimmel was modelled by an English television presenter and model Holly Marie Willoughby. Kate Moss (English model), Sophie Ellis (English singer, model) Lily Cole (model and actress) and Aymi Hamasaki Japanese singer, are those celebrities who plays an important role for supporting Rimmel London.

In 2009, Jerry Hall, Mick Jagger’s daughter Georgia May Jagger and Canadian super model. Coca Rocha were announced as spokeswomen for the Rimmel London. The first campaign was released by Rocha. For the success of Rimmel London in the world global market, Rimmel has signed world famous celebrities Zooey Deschanel, Solange Knowles and Alejandra Ramos .

Rimmel products can easily be found in UK, France, US, Norway, Ukraine, Spain, Belgium, China, and many other countries. [1] 


Rimmel London is the one cosmetic brand that enhances the inner beauty and individuality of every woman. Its mission and objectives are described below:

To create a confidence, and belief in every women.

To create equality and freedom in them.

To create a sense of individuality.

To achieving the aims, and fulfilling the dreams.

To create a trust on yourself and investing the power of skills that every women have.


The vision of Rimmel towards beauty is that there are no universal standards of beauty, and every woman has something in her personality that makes her unique and beautiful. As Rimmel stands for, reliance trust and belief so its vision is to make every woman to believe and trust herself. The other most important vision of Rimmel is to encourage every women to fulfil her dreams with confidence, with her own styles and ways. Rimmel vision’s are very vast and clear which make this brand most successful in customers.


Rimmel have various products in UK for and its products are described below with their characteristics [2] :





Sun shimmer



Foundation enhances beauty. Rimmel foundations are created from the formula which is best for every skin, style and provides finishing by using its products . Some of the Rimmel products of foundations are listed below:

Lasting Finish 16Hr foundation.

Match perfection foundation.

Stay matte foundation.


Costumers get ultimate finishing Rimmel powders. Some of the Rimmel powders for face are listed below:

Silky lose face powder.

Clear complexion clarifying powder.

Match perfection compact powder.

Stay matte pressed powder.


Rimmel concealers helps in hiding flaws. With Rimmel concealers skin looks perfect and flawless. Some of the Rimmel concealers are listed below:

Hide the blemish concealer

Stay matte dual action concealer.


Through Rimmel blushes women cheeks looks glowing, shiny and natural in a simple sweep. It enhances their natural beauty by using these blushes. Some of the Rimmel blush products are listed below.

Mono blush

Multi- tonal blush



Mascara is the cosmetic product which gives volume, length and curves to the eyes. Rimmel mascaras are the most selling mascara’s leader and it helps the customer to enhance the beauties of their eyes. Some of the Rimmel mascara’s are listed below:

100% waterproof mascara.

1-2-3 looks mascara.

Extra super lash mascara.


Rimmel eye shadows provides you modest and dramatic look. It makes eyes to looks more attractive. It improves appearance depending on skin tone and experience. It gains attention of people and provides glamorous and shiny look to eyes. Some of the Rimmel eyeshades products are listed below:

Colour rush trio eye shadow.

Colour rush duo eye shadow.

Colour rush quade eyeshadow.


Rimmel eyeliner makes eyes more attractive and beautiful. Purpose of these eye liners is to give shape to eyes according to choice. Mostly women apply eyeliners on their eyes according to the current fashion and styles. Rimmel liner products are listed below:

Exaggerate liquid eyeliner.

Lash eyeliner.

Lash accelerator mascara.



This is the most important product of Rimmel which is used by every woman of any age group. It gives beautiful shape to lips. Fresh and glossy colours of Rimmel lipsticks make lips more attractive. Rimmel lipstick products are listed below:

Colour show off.

Lasting finish lipstick.


Rimmel lip liners define lips in a perfect way, and they can easily blend with any colours which are applied on lips. Some of the Rimmel lip liners are listed below:

Lasting finishes 1000 kisses lip liners.

Exaggerate automatic lip liner.


Gloss gives lips a mildly glossy and lustre look. It gives fresh and healthy look and stay for long time. Its products in UK are listed below:

Stay glossy.

Vinyl gloss.

Royal gloss.


Rimmel provides women each and every product to enhance there beauty. With the hands figure tips should also looks perfect. Women care about their nail that is why Rimmel provides beautiful and glamorous colours for nails as well. Some of the nails products are listed below:

5 in 1nail care.

60 seconds nail polish.7


Rimmel shimmer collection provides a summer glow throughout a year. Some of the products for shimmering are listed below:

Sun shimmer 3 in 1 shimmering bronzer.

Sun shimmer instant tan bronzing spray.


Rimmel is the cosmetic brand which is sold worldwide. Rimmel has got strength, bringing its unique London look to more than 40 countries worldwide. Rimmel is the Britain’s best selling cosmetic brand.

For giving the best performance in the world Rimmel signed their home- grown supermodel Kate Moss for global contracts.

Kate Moss was using Rimmel products since she was a teenager. She remembers:

“Heather shimmer lipstick was my favourite!!”

Rimmel London performed an important role for every woman in the world. As Kate Moss comments:

“We’ve got freedom of choice, and people can create their own style.”

Rimmel different products have been sold worldwide and can easily be found anywhere in cosmetic store, drug store, super markets, and beauty salons and in many other places.

Rimmel gives its best performance by translating the looks of London into new shades, products, packaging and advertising. , Rimmel products are always easy to use, versatile and accessible, designed to encourage experimentation and self-expression.


Rimmel products are the big attraction for the girls. Rimmel taps in a female psyche and organise music and events as well as magazines competitions and sponsorships. Rimmel always keeps in mind likeness of its consumers which are especially from the age of 16 – 24 years old females.

The other main marketing strategy of Rimmel is makeovers. Rimmel used this strategy and it was organised by 4 rights and Done and Dusted, where large number of girls was waiting patiently.

Sponsoring the discos, says Coty Beauty UK marketing manager Natalie Moon:

“We posted video of its online and this formed part of a Rimmel London competition.”

Rimmel sponsor the first T4’s stars of 2009 at Earls Court, providing guests with makeovers in branded phone booths as performances took place from acts including JLS, SUGABABES, and CALVIN HARRIS.


Capital Radio Party in the park which is organised by princess trust have been sponsored by Rimmel since 2002 – 2004. This event is no longer in existence but joint venture between Rimmel and Capital RadioStation Rich Caty Show. It offers Rimmel way to listeners that can be activated through events.


Rimmel is ideal contender for sampling. Improving word of mouth promotions and offering probable customers have chance to familiarize with the Rimmel products for free. Recent retail sampling involved opening a pop shop in Selfridges.


Cloth show live where people gather in groups are been targeted by Rimmel. Rimmel has been working in exhibitions for 7 years, and it is a key event.



Rimmel distribution is very effective

Rimmel has a very strong and unique selling point.

Rimmel focus on female beauty and experience

Rimmel has wide and large range of products for each and every part of body.

Rimmel is a global brand

Rimmel products are made from very high quality


Poor packaging of products.

Not suits to some people who are having some skin allergies.


It will boost India’s market and economy.


Market competition.

Political threat.

Religious threats.




India economy is the eleventh largest economy in the nominal GDP.

India is the fourth largest purchasing power party.

India has great economic power because it has large number of human and natural resources and many skilled professionals.

In 2009 India’s GDP growth rate is 6.8%.

India’s large service industry is of 55% of India’s GDP. Industrial and agricultural sector contribute 28% and 17% respectively.

India’s culture is marked by a high degree of syncretism and cultural pluralism.

Foreign direct investment is increasing rapidly in India. There is a continuous growth in per capita income. This will lead to higher buying power in hands of Indian consumers.


India is having biggest democracy in the world.

People of India have made many parties according to them.

India has real multi party system like:

National level political parties.

Regional level political parties.

Recognition of political parties.


India inflation has risen up to a two- year- high, raising the possibility of interest rate. In 2008 May, wholesale prices raise up to 10.16%. In 2009, according to a report Indian inflation stood at 11.49%. This rate effects the increasing in prices. Calculating inflation, the whole sale price index is different from other work. Indian government calculates whole sale price of set of 435 goods is calculated every week. As India’s inflation is increasing, it also means the cost of living is also increases which is much higher for the populace. For example cooking gas prices increased by 20% in 2008.



Now a day’s businesses are emphasized to go internationally because of the competitive environment. Every business wants to increase their customers. Without going internationally business will remain in the limited size. By remaining in limited size business can focus on the quality of their products but still if it will not expand than it can lose their customers.


Companies have to grow and expand internationally to make money from their business. Managers of the companies increase their profit which relies on:

Foreign scale.

Foreign resources.

To acquire resources.


There are many reasons for doing international business, and technology is one of the reason through which a business can utilise technological resources from anther countries. Technology in a business can be used in various ways which are essential for every business:

Use of technology in manufacturing.

Use of technology instead of consuming products.

Use of technology in delivering products.

Use of technology in packaging products.


By going internationally it increases the standard of living. People are introduced by an international brand Rimmel. They are using the international brand and try to adopt the fashion and the international cosmetics, through their standards are increased. There lifestyle are changed and they come to know about the cosmetic world internationally.






Tax programme

International resistance

Government resistance

International trading law

General intuitive

Privatization policy



Interest rate.

Production levels.

Consumer confidence.


Lifestyle changes.

Living standards.








In international market exporting is the most well- established and traditional form for doing international business. Instead of making factories of Rimmel in India, Rimmel exporting will be an excellent way for doing business internationally.

Rimmel in India instead of manufacturing their products they can adopt this strategy for business that is exporting. Exporting can reduces the potential risks of operating overseas.


Joint venture is an agreement between two or more companies for purpose of executing business and these companies shares both profits and loss. Joint Venture Company is the most preferred form for taking the product Rimmel internationally. In India there are separate laws for joint venture.

Through joint venture strategy Rimmel can utilise the skills of other companies with which it is going to join. It can also help Rimmel to satisfy the requirements of local customers in by India by knowing about their preferences through other company. But there is a disadvantage of joint venture that any of the company does not have full control of management in any action.

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The merger and acquisition process occurs when exporter merges with domestic company in target market and creates a new entity. This process is used for reconstructing business. In India there is too much competition in merger and acquisition. In the terms of merger and acquisition India is one of the leading nations in the world. Merger and acquisition business deals in India amounted to $40 billion during the initial in 2 months in the year 2007.

In Indian corporate sector, acquisition of the foreign companies by Indian business has been the latest trend. There are different factors in India that played their parts in facilitating the merger and acquisition in India that are favourable government policy, buoyancy in economy. In India there is increased competition of companies in participating in global corporate sector facilitated in the merger and acquisition activities in India.


Foreign direct investment is an investment of foreign asset into domestic structure, equipment and organisation. It does not include investment in stock market.

Foreign direct investment had helped Indian economy to grow. Government continues to encourage this type of marketing strategy to do investment of this type. But with $5.3 billion in FDI in 2004 India get less than 10% of the FDI of china. Federal Direct Investment played important role in Indian economy through this FDI India can achieve financial stability, growth and development, and it can also focus on all areas.

Licensing and Franchising:

Franchising is a business where one party give option to other for a distribution of their goods using the franchisers brand and system in exchange of a fee. Whereas licensing do not get the same extent of support and training as compare to franchising.

In India this is the most popular business entering strategy for international business to have chain for their own company outlets. This is advisable for international businesses, due to this Rimmel can open their company outlets this will be beneficiary for them to go internationally.


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