Rimmel wanted to relaunch in Malaysia after 6-years of absence and gain 1% market share within the first year.

To do so, Rimmel saw a chance to differentiate themselves among 16-to 25-year-old Malaysians, by leveraging insights around local beauty trends, to change their brand preference and attitudes as well as encouraging them to purchase.


For an average Malaysian girl, the definition of “beauty” still invokes images of fair skin and Caucasian-like features as seen among big local celebrities, Insta-famous local models, and even popular “pretty girls” in school.

Therefore, the #MakeUpYourOwnRules campaign called on Malaysian girls who were tired of today's beauty standards and encouraged them to define their own rules of beauty.

The campaign was kicked off with the Rimmel Invades Malaysia Launch Party where the Rimmel Rebel Squad; four diverse influencers who represented Rimmel as brand ambassadors, were introduced.

Influencers and guests immersed themselves in instagrammable themed playsets and played with their looks at different product booths.

Instagram and Facebook were used during the campaign to reach consumers and key locations, combined with search ads targeting lookalike audiences.

Moreover, a myriad of minor influencers were engaged and involved to drive brand advocacy and authenticity.



market share in the
first year of launch


increase in branded
search volume



Rimmel successfully relaunched in Malaysia, and more importantly, helped young Malaysian girls create their own version of beauty. Young girls explored their individuality and made bold statements through make-up, which drove product promotion, and helped improve Malaysian girls’ attitude and preference for Rimmel.


Watch the case video for a quick recap below.




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