RIMMEL | RIMMEL Foundation Club, Match Perfection

- Retail Activation
- Roadshow
Chelsea Football Club - London, then Manchester
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

We were tasked with creating a pop-up activation for Rimmel’s new Match Perfection campaign, in partnership with Chelsea Women’s Football Club, to relaunch its Match Perfection foundation with a new and improved formula.

The activation needed to put the product at the heart of the experience, giving consumers the opportunity to try the new foundation and find their perfect shade, while bringing the campaign’s football theme to life.

Solution.

Introducing Rimmel Foundation Club (Rimmel FC), a brand-new club on a mission to recruit new players and match them with their perfect shade of Match Perfection foundation.

Touring the UK aboard the Match Perfection Team Bus, an Airstream transformed into the ultimate football-inspired beauty destination, Rimmel FC brought together product discovery, interactive gameplay and shareable moments.

Inside the bus, three changing-room-style shade-matching stations invited visitors to discover their perfect foundation match. Once matched, they could head to the locker game mechanic, where everyone was a winner, with prizes ranging from branded stickers and socks to full-sized Rimmel products.

Outside the bus, the experience continued with a roaming photo opportunity. Using real-time AI technology, visitors could generate their very own Rimmel FC new signing card, featuring themselves in the team kit. This personalised digital takeaway gave consumers a shareable memento of their experience, as well as a reminder of their perfect foundation shade.

As part of a wider PR campaign surrounding the Chelsea Women’s match, Rimmel FC brought the Match Perfection campaign to life through an engaging, interactive and product-led experience. The client was delighted with the activation and how successfully it translated the campaign into a memorable, football-inspired brand experience.

Despite the Chelsea activation running for just two hours, 450 consumers were shade-matched across the two locations, with over 500 prizes given away.

Results.

Visitors could also build their dream team using the Rimmel FC magnetic line-up board and product magnets. By sharing their line-up online and tagging Rimmel, they were entered for the chance to win their entire product selection.

The activation kicked off at Chelsea’s stadium on match day, creating a standout PR moment in partnership with Chelsea Women, before taking the Rimmel FC experience to Central Manchester.