Rimmel – Skin Type Test

For the Skin Type Test, Rimmel needed to make the "clear skin" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise cleansing & purity, hydration claims.

The brief for the Skin Type Test was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Rimmel.

Having seen our testers being used successfully by other stores in their region, Goldenberry Group connected with USP, as they needed a compelling tool to help their sales staff to diagnose and recommend the best product choice for their make-up lines. They wanted a tool that...

USP Demo Solutions built the Skin Type Test for Rimmel around the Skin Type Test method, reducing the clear skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Skin Type Test, the demo substantiates claim areas such as cleansing & purity, hydration, so a single asset can carry several conversations across the Rimmel range.

The result for Rimmel is a clear skin, delivered through the Skin Type Test as something the consumer experiences first-hand rather than has to take on trust.

By turning Rimmel's "clear skin" message into a hands-on Skin Type Test moment, the Skin Type Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Rimmel runs the Skin Type Test primarily for retail activation, consultation tool, delivered in diagnostic tool so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.