Rimmel’s new look: What the beauty brand learned from marketing mix modelling

Download
Alice Garton, Emily Miller / April 2021

Finding the right media mix is a lot like perfecting a makeup routine — it takes practice, experimentation, and time. See how Rimmel, a beauty brand under Coty, uncovered the best blend of channels to boost reach and sales with marketing mix modelling (MMM).

042321_TwG_AUNZ_Rimmel_IG2_1.png
Rimmel_IG_2_r2
TwG_AUNZ_Rimmel_IG2_3.png
Rimmel_IG2_4
Rimmel_IG2_5
Rimmel_IG2_6
Rimmel_IG2_7_r2
What Aussie and Kiwi beauty lovers look for before clicking “add to cart”