Rimmel Introduces New Series Featuring YouTube Beauty Stars


LONDON: Rimmel London has teamed up with 12 YouTube beauty influencers for the new series Rimmel Road Trip from Princess Productions, an Endemol Shine UK company.

Rimmel Road Trip will be hosted on Rimmel UK’s YouTube channel, with each of the influencers supporting the campaign on their own platforms. For the show, Rimmel is working with 12 of the U.K.’s most popular beauty influencers who will embark on the ultimate style journey across the most vibrant U.K. cities.

Every month, two YouTube beauty stars will pair up and showcase what they like about each city and its unique style. Their journeys will be captured in a style and makeup series. The show kicks off today with Fleur De Force and Em Ford exploring Cardiff.

Rimmel Road Trip is produced by Endemol Shine UK’s Princess Productions, and the deal was negotiated by Endemol Shine UK’s specialist branded-entertainment division Silent Boom and ZenithOptimedia.

“We are both such big fans of Rimmel and look forward to creating some inspiring looks for everyone to enjoy,” said De Force and Ford. “Cardiff is a wonderful place; we can’t wait to bring our fans along for the journey and share this amazing city with them.”

“We are extremely excited to be working on this campaign with some of the biggest YouTube beauty stars,” added Jess Glover, the head of Rimmel Brand. “This is where Rimmel belongs, collaborating on content that we know our audience engages with, and on platforms where they are consuming media.”

“We’re delighted to be partnering with such an iconic and established brand as Rimmel on this campaign, as we continue to grow our branded output across a number of platforms, creating high-end content for all audiences,” commented Emma Hardy, the managing director of Princess Productions. “Rimmel Road Trip is such a fun and innovative series, celebrating U.K. style with some of the most talented and well-known digital stars.”