Rimmel – Skin Type Test

For the Skin Type Test, Rimmel needed to communicate the "clear skin" promise in the Skin Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

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 and on message for Rimmel.

USP Demo Solutions designed the Skin Type Test for Rimmel around the Skin Type Test method, the same proof logic our team uses across global skin care programmes. The tool reduces the clear skin story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

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...

It was built to substantiate claim areas such as cleansing & purity, hydration, all from the same physical interaction with the Skin Type Test, 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, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Skin Type Test moment, the Skin Type Test gives Rimmel's skin care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience 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 proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Skin Type Test logic.

Want a similar Skin Type Test for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Skin Type Test for Rimmel and dozens of other skin care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.