the need Rimmel is one of Europe’s most popular cosmetics brands and is a part of the Coty Lancaster Beauty Group. As main coordinator for Rimmel marketing and advertising in 20 different markets, Rimmel Global wanted to improve cost effectiveness, timing and communication strategy for its campaigns.
development of online global brand management After careful analysis of the business requirements, we created an online brand management system by transferring Rimmel’s paper-based processes onto an Intranet site. Rimmel companies around the world can now search, view and order from a centralised catalogue of marketing material. The catalogue includes promotional calendars, product information, advertising images and PR documents. The dynamic site also provides instant information on new products, instant updates on existing products, up-to-date order status information and an historical archive.
A specially-developed administration program also allows Rimmel to define and edit brand lists and product categories internationally, and add new countries. Rimmel also determines the level of access permissible for each user globally.
outstanding results This centralised process for all markets increases efficiency, saves time and considerable costs, eliminates duplication of activities and reduces errors. Other Coty brands are now adopting this system.
