Rimmel reframes influence, stepping out of the beauty aisle and into the kitchen
Alexandra Quitt
Account Manager
15 May 2025
In an age where unboxing videos are a dime a dozen, and influencers are saturated with swatches and send-outs, brands are having to ditch the cookie cutter approach to cut through.
Recently, Rimmel launched their new Oh My Gloss! Lip butter and oil collection. And did so with a deliciously refreshing take – stepping out of the beauty aisle and into the kitchen.
Rather than relying solely on makeup artists and beauty bloggers to promote their new lip products, Rimmel dished up a different kind of sensory storytelling with an innovative launch approach that had audiences drooling. Partnering with recipe developer Mob and a suite of foodie influencers, the brand brought their products to life in unexpected ways.
@itsgnochgnoch team butter or team oil?? 2 recipes, YOU DECIDE! 🫦 @rimmellondon @Superdrug ad #lipbutterbalm #lipoil #rimmellondon #lipbalm #butter #maple #brownbutter #dippingoil #bread ♬ original sound - Nguyen | GNOCHGNOCH
@emthenutritionist ad How do you like your eggs in the morning? Smooth like butter or slick like oil? Just like @rimmellondon Butter Me Up Lip Butter and Oh My Gloss! Lip Oil, both bring something different. For lips, I’m using both. For my eggs… always butter. What about you? #rimmellondon @Superdrug ♬ original sound - Emily English
Rimmel gathered a full table of foodie influencers like @cripanddip, @itsgnochgnoch and @emthenutritionist, all renowned for their recipes. But rather than forcing a beauty brief onto these creators, the influencers were tasked with interpreting the lip butter and Oh My Gloss! range through their own culinary lens, in ways that resonated with their audiences. Some tested the two products before cooking up dishes inspired by shade names or textures. Others leaned into the butter vs oil concept, comparing the two in their favourite recipes, such as scrambled eggs.
The result? A clever curation of content that felt fresh, organic and genuinely scroll-stopping. It’s the kind of brand alignment that makes you double take, and ultimately, double tap.
This shows the magic of looking outside the box for brand alignments. Collaborating with creators beyond the traditional ‘beauty’ category, Rimmel was able to expand its reach and tap into new audiences, all while making its products culturally relevant in new spaces. It’s no longer just about finding influencers and key opinion leaders who speak directly to one product category – but about exploring unexpected connections and partnerships which can creatively and authentically reframe influence.
We’re seeing a growing appetite for these kinds of partnerships. From high fashion and fast food to skincare lines launching with book influencers, and cleaning products with donut shops. These collaborations work not only to reach new audiences, but allow brands to show up in unexpected places – where attention now lives.
Rimmel’s fresh approach to brand amplification isn’t just a creative campaign, but a case study in innovative audience reach. For those of us advising clients on how to strike relevant, exciting amplification, this is a sign to look outside the box – that lip gloss might just shine brighter next to a block of butter.
