Company profile and market analysis of Rimmel

August 8, 2017 Music

In 1834, “ The House of Rimmel ” was created by Eugene Rimmel in Regent Street London, UK. Rimmel is the most selling decorative trade name known as Rimmel London. The company is now owned by Coty, Inc.

Rimmel ‘s tagline is: “ Get the London expression ” .

Few old ages ago Rimmel was modelled by an English telecasting presenter and theoretical account Holly Marie Willoughby. Kate Moss ( English theoretical account ) , Sophie Ellis ( English vocalist, theoretical account ) Lily Cole ( theoretical account and actress ) and Aymi Hamasaki Nipponese vocalist, are those famous persons who plays an of import function for back uping Rimmel London.

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In 2009, Jerry Hall, Mick Jagger ‘s girl Georgia May Jagger and Canadian super theoretical account. Coca Rocha were announced as spokeswomen for the Rimmel London. The first run was released by Rocha. For the success of Rimmel London in the universe planetary market, Rimmel has signed universe celebrated famous persons Zooey Deschanel, Solange Knowles and Alejandra Ramos.

Rimmel merchandises can easy be found in UK, France, US, Norway, Ukraine, Spain, Belgium, China, and many other states.[ 1 ]


Rimmel London is the one decorative trade name that enhances the interior beauty and individualism of every adult female. Its mission and aims are described below:

To make a assurance, and belief in every adult females.

To make equality and freedom in them.

To make a sense of individualism.

To accomplishing the purposes, and carry throughing the dreams.

To make a trust on yourself and puting the power of accomplishments that every adult females have.


The vision of Rimmel towards beauty is that there are no cosmopolitan criterions of beauty, and every adult female has something in her personality that makes her alone and beautiful. As Rimmel stands for, trust trust and belief so its vision is to do every adult female to believe and swear herself. The other most of import vision of Rimmel is to promote every adult females to carry through her dreams with assurance, with her ain manners and ways. Rimmel vision ‘s are really huge and clear which make this trade name most successful in clients.


Rimmel have assorted merchandises in UK for and its merchandises are described below with their features[ 2 ]:





Sun play



Foundation enhances beauty. Rimmel foundations are created from the expression which is best for every tegument, manner and provides coating by utilizing its merchandises. Some of the Rimmel merchandises of foundations are listed below:

Lasting Finish 16Hr foundation.

Match flawlessness foundation.

Stay matte foundation.


Costumiers get ultimate coating Rimmel pulverizations. Some of the Rimmel pulverizations for face are listed below:

Silky lose face pulverization.

Clear skin color clear uping pulverization.

Match flawlessness compact pulverization.

Stay matte pressed pulverization.


Rimmel concealers helps in concealing defects. With Rimmel concealers skin looks perfect and flawless. Some of the Rimmel concealers are listed below:

Hide the blemish concealer

Stay matte double action concealer.


Through Rimmel blooms adult females cheeks looks radiance, shiny and natural in a simple expanse. It enhances their natural beauty by utilizing these blooms. Some of the Rimmel bloom merchandises are listed below.

Mono bloom

Multi- tonic bloom



Mascara is the decorative merchandise which gives volume, length and curves to the eyes. Rimmel mascaras are the most selling mascara ‘s leader and it helps the client to heighten the beauties of their eyes. Some of the Rimmel mascara ‘s are listed below:

100 % rainproof mascara.

1-2-3 expressions mascara.

Extra ace cilium mascara.


Rimmel oculus shadows provides you modest and dramatic expression. It makes eyes to looks more attractive. It improves appearance depending on tegument tone and experience. It additions attending of people and provides glamourous and glistening expression to eyes. Some of the Rimmel bills merchandises are listed below:

Colour haste three oculus shadow.

Colour haste couple oculus shadow.

Colour haste quade eyeshadow.


Rimmel eyeliner makes eyes more attractive and beautiful. Purpose of these oculus line drives is to give form to eyes harmonizing to pick. Largely adult females apply eyeliners on their eyes harmonizing to the current manner and manners. Rimmel line drive merchandises are listed below:

Exaggerate liquid eyeliner.

Lash eyeliner.

Lash gas pedal mascara.



This is the most of import merchandise of Rimmel which is used by every adult female of any age group. It gives beautiful form to lips. Fresh and calendered colorss of Rimmel lip rouges make lips more attractive. Rimmel lipstick merchandises are listed below:

Colour show off.

Lasting finish lip rouge.


Rimmel lip line drives define lips in a perfect manner, and they can easy intermix with any colorss which are applied on lips. Some of the Rimmel lip line drives are listed below:

Lasting coatings 1000 busss lip line drives.

Exaggerate automatic lip line drive.


Gloss gives lips a mildly calendered and lustre expression. It gives fresh and healthy expression and remain for long clip. Its merchandises in UK are listed below:

Stay slick.

Vinyl rubric.

Royal rubric.


Rimmel provides adult females each and every merchandise to heighten at that place beauty. With the custodies figure tips should besides looks perfect. Women attention about their nail that is why Rimmel provides beautiful and glamourous colorss for nails every bit good. Some of the nails merchandises are listed below:

5 in 1nail attention.

60 seconds nail polish.7


Rimmel shimmer aggregation provides a summer freshness throughout a twelvemonth. Some of the merchandises for shimmering are listed below:

Sun shimmer 3 in 1 shimmering bronzer.

Sun play blink of an eye sunburn bronzing spray.


Rimmel is the decorative trade name which is sold worldwide. Rimmel has got strength, conveying its alone London expression to more than 40 states worldwide. Rimmel is the Britain ‘s best merchandising decorative trade name.

For giving the best public presentation in the universe Rimmel signed their home- adult supermodel Kate Moss for planetary contracts.

Kate Moss was utilizing Rimmel merchandises since she was a adolescent. She remembers:

“ Heather play lip rouge was my favorite! ! ”

Rimmel London performed an of import function for every adult female in the universe. As Kate Moss remarks:

“ We ‘ve got freedom of pick, and people can make their ain manner. ”

Rimmel different merchandises have been sold worldwide and can easy be found anyplace in decorative shop, drug shop, super markets, and beauty salons and in many other topographic points.

Rimmel gives its best public presentation by interpreting the expressions of London into new sunglassess, merchandises, packaging and advertisement. , Rimmel merchandises are ever easily to utilize, versatile and accessible, designed to promote experimentation and self-expression.

Selling Scheme:

Rimmel merchandises are the large attractive force for the misss. Rimmel taps in a female mind and organise music and events every bit good as magazines competitions and sponsorships. Rimmel ever keeps in head similitude of its consumers which are particularly from the age of 16 – 24 old ages old females.

The other chief selling scheme of Rimmel is makeovers. Rimmel used this scheme and it was organised by 4 rights and Done and Dusted, where big figure of misss was waiting patiently.

Sponsoring the discos, says Coty Beauty UK selling director Natalie Moon:

“ We posted picture of its online and this formed portion of a Rimmel London competition. ”

Rimmel sponsor the first T4 ‘s stars of 2009 at Earls Court, supplying invitees with makeovers in branded phone booths as public presentations took topographic point from Acts of the Apostless including JLS, SUGABABES, and CALVIN HARRIS.


Capital Radio Party in the park which is organised by princess trust have been sponsored by Rimmel since 2002 – 2004. This event is no longer in being but joint venture between Rimmel and Capital RadioStation Rich Caty Show. It offers Rimmel manner to hearers that can be activated through events.


Rimmel is ideal rival for trying. Bettering word of oral cavity publicities and offering likely clients have opportunity to familiarise with the Rimmel merchandises for free. Recent retail trying involved opening a dad store in Selfridges.


Cloth show unrecorded where people gather in groups are been targeted by Rimmel. Rimmel has been working in exhibitions for 7 old ages, and it is a cardinal event.

Swot Analysis:


Rimmel distribution is really effectual

Rimmel has a really strong and alone merchandising point.

Rimmel focal point on female beauty and experience

Rimmel has broad and big scope of merchandises for each and every portion of organic structure.

Rimmel is a planetary trade name

Rimmel merchandises are made from really high quality


Poor packaging of merchandises.

Not suits to some people who are holding some skin allergic reactions.


It will hike India ‘s market and economic system.


Market competition.

Political menace.

Religious menaces.

COUNTRY Analysis:



India economic system is the 11th largest economic system in the nominal GDP.

India is the 4th largest buying power party.

India has great economic power because it has big figure of human and natural resources and many skilled professionals.

In 2009 India ‘s GDP growing rate is 6.8 % .

India ‘s big service industry is of 55 % of India ‘s GDP. Industrial and agricultural sector contribute 28 % and 17 % severally.

India ‘s civilization is marked by a high grade of syncretism and cultural pluralism.

Foreign direct investing is increasing quickly in India. There is a uninterrupted growing in per capita income. This will take to higher purchasing power in custodies of Indian consumers.


India is holding biggest democracy in the universe.

Peoples of India have made many parties harmonizing to them.

India has existent multi party system like:

National degree political parties.

Regional degree political parties.

Recognition of political parties.


India rising prices has risen up to a two- year- high, raising the possibility of involvement rate. In 2008 May, sweeping monetary values raise up to 10.16 % . In 2009, harmonizing to a study Indian rising prices stood at 11.49 % . This rate effects the increasing in monetary values. Calculating rising prices, the whole sale monetary value index is different from other work. Indian authorities calculates whole sale monetary value of set of 435 goods is calculated every hebdomad. As India ‘s rising prices is increasing, it besides means the cost of life is besides additions which is much higher for the public. For illustration cookery gas monetary values increased by 20 % in 2008.



Now a twenty-four hours ‘s concerns are emphasized to travel internationally because of the competitory environment. Every concern wants to increase their clients. Without traveling internationally concern will stay in the limited size. By staying in limited size concern can concentrate on the quality of their merchandises but still if it will non spread out than it can lose their clients.

Companies HAVE TO GROW:

Companies have to turn and spread out internationally to do money from their concern. Directors of the companies increase their net income which relies on:

Foreign graduated table.

Foreign resources.

To get resources.

Use OF Technology:

There are many grounds for making international concern, and engineering is one of the ground through which a concern can use technological resources from anther states. Technology in a concern can be used in assorted ways which are indispensable for every concern:

Use of engineering in fabrication.

Use of engineering alternatively of devouring merchandises.

Use of engineering in presenting merchandises.

Use of engineering in packaging merchandises.


By traveling internationally it increases the criterion of life. Peoples are introduced by an international trade name Rimmel. They are utilizing the international trade name and seek to follow the manner and the international cosmetics, through their criterions are increased. There lifestyle are changed and they come to cognize about the decorative universe internationally.

LABOUR Advantage:



PEST Analysis:


Tax programme

International opposition

Government opposition

International trading jurisprudence

General intuitive

Denationalization policy



Interest rate.

Production degrees.

Consumer assurance.


Lifestyle alterations.

Populating criterions.






Market Entrance Scheme:


In international market exportation is the most well- established and traditional signifier for making international concern. Alternatively of doing mills of Rimmel in India, Rimmel exporting will be an first-class manner for making concern internationally.

Rimmel in India alternatively of fabricating their merchandises they can follow this scheme for concern that is exporting. Exporting can cut down the possible hazards of operating overseas.

Joint Ventures:

Joint venture is an understanding between two or more companies for intent of put to deathing concern and these companies portions both net incomes and loss. Joint Venture Company is the most preferable signifier for taking the merchandise Rimmel internationally. In India there are separate Torahs for joint venture.

Through joint venture scheme Rimmel can use the accomplishments of other companies with which it is traveling to fall in. It can besides assist Rimmel to fulfill the demands of local clients in by India by cognizing about their penchants through other company. But there is a disadvantage of joint venture that any of the company does non hold full control of direction in any action.


The amalgamation and acquisition procedure occurs when exporter merges with domestic company in mark market and creates a new entity. This procedure is used for retracing concern. In India there is excessively much competition in amalgamation and acquisition. In the footings of amalgamation and acquisition India is one of the taking states in the universe. Merger and acquisition concern trades in India amounted to $ 40 billion during the initial in 2 months in the twelvemonth 2007.

In Indian corporate sector, acquisition of the foreign companies by Indian concern has been the latest tendency. There are different factors in India that played their parts in easing the amalgamation and acquisition in India that are favorable authorities policy, perkiness in economic system. In India there is increased competition of companies in take parting in planetary corporate sector facilitated in the amalgamation and acquisition activities in India.


Foreign direct investing is an investing of foreign plus into domestic construction, equipment and administration. It does non include investing in stock market.

Foreign direct investing had helped Indian economic system to turn. Government continues to promote this type of marketing scheme to make investing of this type. But with $ 5.3 billion in FDI in 2004 India get less than 10 % of the FDI of China. Federal Direct Investment played of import function in Indian economic system through this FDI India can accomplish fiscal stableness, growing and development, and it can besides concentrate on all countries.

Licensing and Franchising:

Franchising is a concern where one party spring option to other for a distribution of their goods utilizing the franchisers trade name and system in exchange of a fee. Whereas licencing do non acquire the same extent of support and preparation as comparison to franchising.

In India this is the most popular concern come ining scheme for international concern to hold concatenation for their ain company mercantile establishments. This is advisable for international concerns, due to this Rimmel can open their company outlets this will be beneficiary for them to travel internationally.


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