ARCHIVERimmel London Takes the Singapore Beauty Market with Local Influencers
Rimmel London's "I Live the London Look Singapore" campaign marks the brand's nationwide launch in Singapore, produced by agency XS Multimedia in November 2018 and built around four of the country's most prominent social media influencers, using digital and film media to position Rimmel's edgy London aesthetic within the Singaporean beauty market.
The campaign operates as both a market-entry statement and a brand identity exercise. In Singapore, where beauty consumers are increasingly digitally connected and responsive to peer-driven content, Rimmel chose to anchor its arrival not through conventional broadcast advertising but through the credibility of local voices. The campaign's central proposition — that the London Look is not a distant aspiration but a wearable, everyday expression of confidence — is delivered through influencer-led film and digital assets, of which six were produced in total. The brand, which falls under the portfolio of COTY Inc., brings with it a lineage of globally recognised faces including Kate Moss, who joined Rimmel as a global ambassador in 2001 and reached a fifteen-year partnership milestone in 2016 according to En Wikipedia, alongside Georgia May Jagger, Rita Ora, and Cara Delevingne. The Singapore campaign deliberately localises this international pedigree, substituting global icons for Singaporean social media figures who speak directly to the target audience. XS Multimedia, led by CEO and Executive Creative Director Chris Egan Roxas, spearheaded the production, bringing together a full creative and production team to deliver a campaign designed to introduce Rimmel's colour cosmetics range to a new and competitive regional market. The Clapboard Score for this campaign is 49 out of 100, reflecting a solid localisation strategy tempered by limited documented reach and engagement data.
ARCHIVERimmel London entered Singapore at a moment of measurable expansion in global colour cosmetics. The global colour-cosmetics market reached US$48.3 billion in 2018, up from US$45.5 billion in 2017, representing approximately six percent year-on-year growth, according to Statista. The Asia-Pacific region was forecast to grow at approximately 6.9 percent compound annual growth rate between 2018 and 2024, according to Grand View Research, making Singapore a strategically logical entry point for a brand seeking to establish a foothold in a region with accelerating demand.
In Singapore, the beauty market is defined by a digitally native consumer base with strong affinities for both international brand credibility and locally relevant voices. Rimmel's decision to build its nationwide launch around four Singapore-based social media influencers directly addresses this dynamic. Rather than replicating the global campaign architecture used in markets such as the United Kingdom or the United States, XS Multimedia constructed a campaign in which local influencers serve as authentic translators of the London Look aesthetic, grounding an imported brand identity in recognisable, regional cultural currency. This approach positions Rimmel in direct competition with established players in the Singapore cosmetics market. L'Oréal, whose total revenue was reported by Cosmeticsb Business as a dominant global benchmark, and Maybelline New York — itself a L'Oréal brand with deep penetration across Southeast Asian markets — both operate with significant influencer and digital marketing infrastructure in Singapore. Rimmel's influencer-first entry strategy mirrors industry practice while differentiating through the specificity of its London-origin brand story, which carries distinct associations of urban edge and fashion-forward individuality that neither L'Oréal Paris nor Maybelline New York claim as primary positioning in this market.
XS Multimedia assembled a full in-house and partner production team for the campaign. The creative team was led by Executive Creative Director and agency CEO Chris Egan Roxas, with Creative Director Lovelle Aniag shaping the visual and conceptual language of the work, as documented by agency.xsmultimedia.com. Art direction was handled by Inno Evangelista, with Associate Art Director Dianne Butial supporting visual execution. Copywriting was credited to Jonelle Revistual, while Senior Project Manager Meg De Leon oversaw production logistics across the campaign's six media assets.
The film component was produced in collaboration with VFX Vanilla, with Red Anselmo serving as Director of Photography, bringing a considered cinematographic approach to the influencer-led footage. Post-production was handled by XS Postlab, the agency's dedicated post-production unit, ensuring creative continuity from shoot to final delivery. Photography and online editing were credited to Benj Villena, as documented by clapboard.com. The campaign's visual identity is rooted in the aesthetic vocabulary Rimmel has cultivated globally — bold colour, confident staging, and a sense of urban kinetic energy — recontextualised for a Singapore audience through the presence and personalities of local influencers. The digital and film formats were chosen deliberately to reach a Singaporean beauty consumer who engages primarily through social and streaming platforms rather than traditional broadcast channels. The result is a campaign that presents the London Look not as a foreign import but as a sensibility that Singaporean women can embody on their own terms, expressed through faces and voices that belong to their own cultural landscape.
No independently verified third-party performance data for the "I Live the London Look Singapore" campaign is publicly available in terms of sales uplift, earned media reach, or market share movement following the November 2018 launch. The campaign's documented digital footprint, as recorded on clapboard.com, shows 323 views, zero likes, and zero comments on the archived submission, which was entered by XS Multimedia CEO Chris Egan Roxas. These figures reflect archival submission metrics rather than campaign performance, and should not be read as indicators of consumer reach or engagement in the Singapore market.
Structurally, the campaign demonstrates several elements that contribute to market-entry effectiveness. The use of four local social media influencers directly addresses the peer-trust dynamic that characterises beauty purchasing decisions in Singapore, where digital word-of-mouth carries measurable weight. The production depth — six media assets spanning digital and film, with a full credited team including dedicated post-production through XS Postlab — signals a brand commitment to quality that supports long-term brand equity rather than short-term activation alone. The campaign's alignment with Rimmel's established global positioning, while simultaneously localising through Singaporean talent, creates a coherent brand architecture that serves both immediate awareness goals and sustained market presence. The Clapboard Score of 49 out of 100 reflects this duality: a campaign with genuine strategic logic and production credibility, constrained by the inherent challenges of a first-entry execution without documented evidence of measurable consumer impact.
The "I Live the London Look Singapore" campaign is Rimmel London's 2018 nationwide market entry into Singapore. Produced by XS Multimedia, it features four local social media influencers across six digital and film assets, positioning Rimmel's London-rooted aesthetic within Singapore's beauty culture for client COTY Inc.
XS Multimedia created the campaign. The Singapore-based agency led by CEO and Executive Creative Director Chris Egan Roxas handled strategy, creative direction, and post-production through its in-house unit XS Postlab, in partnership with VFX Vanilla for film production, as documented by agency.xsmultimedia.com and clapboard.com.
Rimmel's Singapore launch featured four local social media influencers chosen to localise the brand's London aesthetic for a Singaporean audience. The campaign deliberately replaced Rimmel's global ambassadors — including Kate Moss and Cara Delevingne — with Singapore-based figures to build authenticity and cultural relevance within the local beauty community.
The campaign received a Clapboard Score of 49 out of 100. This reflects a coherent localisation strategy and strong production credentials, balanced against the absence of publicly documented consumer performance data from the November 2018 Singapore launch, as assessed editorially by Clapboard.
Singapore offered Rimmel a digitally engaged beauty consumer base in a region forecast for strong growth. The Asia-Pacific colour-cosmetics market was projected to grow at approximately 6.9 percent CAGR between 2018 and 2024, according to Grand View Research, making Singapore a logical entry point for COTY Inc.'s international expansion strategy.
Globally, Rimmel built its identity around figures such as Kate Moss, whose partnership began in 2001 according to en.wikipedia.org, and Rita Ora. The Singapore campaign replaced these international names with four local influencers, a deliberate localisation designed to build peer-level trust with Singapore's beauty consumers rather than aspirational distance.
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