OMD helped Rimmel London reduce the age of their user profile by running a model competition with the largest-selling teenage girl magazine. Rimmel amassed credibility through association with Sugar magazine which featured winning contestants from roadshow competitions held throughout the country, over a nine month period, with the winner being featured on the front cover of the May issue.

The Rimmel branded events drew over 700 entries per show and audiences of up to 2000 - providing great opportunities for people to try the brand through product sampling and make-overs.