By: Amanda Anderson
The cosmetics company has opted to create a more diverse marketing campaign with new products, and Knowles has been selected due to her diverse fashion sense and image. Solange is known for her signature and bold fashion choices, and the match up will also attract a larger consumer group composed by African American women. This is a smart choice for Rimmel London Cosmetics as their marketing campaigns have lacked major diversity for the last several years.
Solange spoke out about her involvement in the new Rimmel campaign:
“I am honored to be working with Rimmel, a brand I love for its fresh, fun and innovative products. I am thrilled to be a part of defining the best of London style. I have always been passionate about make-up because it allows me to express my personality and style. I’m very excited about representing Rimmel because it’s such a young, vibrant, on-trend brand.”
In an effort to meet their diversity objectives, Rimmel London Cosmetics has also signed on Puerto Rican model Alejandra Ramos Munoz to join the campaign.