The Rimmel name now fronts a wide range of make-up products, aimed
at the cheaper and trendier end of the market. Rimmel's target market
is teenage girls. The company is based in London and sells itself
partially on a "Swinging London" image, using the name Rimmel
London in many adverts. In the past, Rimmel was modelled by ITV's
Holly Willoughby. The current face of Rimmel is controversial British
supermodel Kate Moss, alongside new faces pop-diva Sophie Ellis-Bextor
and Lily Cole.
Some of the range's most popular products include lip glosses, Hide
The Blemish concealer and kohl eye liners.
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