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Rimmel Stay Matte

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The Challenge

Market research showed that Rimmel’s direct competition for matte foundation was the preferred choice among their key demographic. They tasked us with converting these users and capturing credible reviews. During 1 week, over 21,000 girls entered the contest via the Rimmel London Facebook page for the chance to take part in the 1-week trial, the Stay Matte Challenge.

The Results

We created the ‘Stay Matte Challenge’. Approaching girls in the street as our initial challenge guinea pigs, we asked them to come back a week later to film their results.

With an e-marketing push and a dedicated app on Facebook, users were asked to watch our video and register to take part. Those who were chosen we’re encouraged to send us their product reviews.