Posted by Sara Zucker on March 11, 2010 05:01 PM
British cosmetics company Rimmel London has made a habit of hiring UK-born beauties for its ads, but three new brand ambassadors – Zooey Deschanel, Solange Knowles, and Alejandra Ramos Munoz – are helping the brand to break that trend.
What's different about these models? All of the women are American and add another level of culture and ethnicity to an otherwise unremarkable campaign. As the UK's most popular cosmetics brand, Rimmel hopes that American models will increase sales in America. In addition to bringing the brand across the pond – where it is quickly growing in popularity – the strategy will also attract fans of the personalities, some of whom are known for non-modeling careers in the entertainment industry. It's a clever strategy.Continue reading...