18 Sep 2014

Introducing the Rimmel website platform

Pairing cutting edge technology with stunning creative, creating a global platform for Rimmel that cements them as best-in-class

Overview

We’ve been working with Coty for a number of years, and are currently Rimmel London’s global digital agency. Our remit is wide and varied, and our very first project back in 2012/13 was to completely overhaul their online web presence. Here we talk about that project…

Objective

Rimmel products are available in over 20+ markets, spanning 15+ languages. We were tasked with designing and building the brand a digital platform which would cement Rimmel as ahead of the curve across their markets, creating an engaging and consistent brand experience along the way.

Approach

Our “mobile-first” ethos has allowed create a mobile friendly experience, with content prioritised appropriately. The new site has been built with mobile and tablet use firmly in mind. We’ve provided Rimmel with a cross-platform compatible experience, ensuring all users are presented with the same information as those who visit using a desktop browser.

To bring a feature-rich experience to the fans, we’ve integrated with a wealth of 3rd party systems including CheetahMail (for email marketing and data capture), BazaarVoice (for product reviews and ratings), Where2GetIt (retail outlet locator) and DailyMakeover - Virtual Makeover (try on products by uploading a photo or taking one with your webcam).

To enable the user to refine the vast product range that Rimmel offer we’ve integrated a technology called Isotope. Isotope makes browsing and filtering a far more impressive experience, and really gives the WOW factor, showing off the products to full effect.

Key features

- Mobile responsive theme, with optimised content for mobile and tablet browsing

- Try before you buy with Virtual Makeover

- Rimmel Buzz for the latest news, competitions and street style

- Integration with 3rd-party APIs

- Products reviews and commenting

- Aggregation of Twitter/Facebook/Facebook social media platforms

The future

Pairing cutting edge technology with stunning creative, we’ve created a global platform for Rimmel that cements them as best-in-class.

We’ve created a platform using Drupal within which we can roll out additional market websites in their local language. An international team of content editors have full control over their individual market's website.

We continue to work with Rimmel on their global digital strategy.

Our objective

One Direction are nothing short of a global phenomenon and as such, their newest fragrance "You & I" needed an amazing interactive, responsive experience for the legions of fans of the band to check out every detail of the product and campaign in all of their combined glory.

We were also adding the ability to purchase, with the plan being to offer a slick checkout process that would help users to get through the purchase process as simply as possible.

Our approach

In order to provide a scalable and easy to manage site - we selected Drupal 7 as a platform and used it to develop a fully responsive eCommerce store that also provides a multitude of exclusive content for fans of the band.

It was important to everyone involved on the project that this wasn't just an eCommerce store that didn't give anything back for the fans, in order to combat this, we worked to develop areas that showed never seen before content in an exciting way that would allow Directioners to engage with the band online as they never had before.

The job didn't stop with the glossy front end experience - we developed full integrations with payment & CRM and built a bespoke fulfillment interface for the warehouse team to use to get the orders out and into the hands of Directioners around the world.

#1DFragrance

User generated content (UGC) is given pride of place within the site in the #1DFRAGRANCE section where we automatically collate all the best content that uses the dedicated hashtag from Twitter, Instagram & Facebook, allowing the team to simply publish their favourites to the site. Keeping the fans engaged and creating more conversation around the products.