THE CHALLENGE
Rimmel London wanted to turn heads, get products into hands and build something that could keep showing up. We needed an experience with London attitude and a life beyond a single event.
THE IDEA
We gave the London look its own set of wheels. We bought a 1970s London bus, gutted it and transformed it into a custom Rimmel makeover studio. Once built to carry commuters, it was now carrying makeup artists, products and a whole lot of London attitude. A travelling brand asset ready to pull up and turn heads.
HOW PEOPLE ENGAGED
First stop: Splendour in the Grass. We built the Rimmel London Street Party around the bus, inviting festival-goers aboard for free makeovers and products to keep them festival-ready. Outside, they painted their nails, danced at the Rimmel London Inn and posed in a classic London phone box, where a secret call could unlock a VIP upgrade.
WHAT IT BUILT
More than 5,300 festival-goers engaged. 735 free makeovers delivered. Influencer content took the party beyond the festival grounds. And a restored piece of London that became a recurring asset on Rimmel’s event calendar, taking the London look on the road.
