Nominated as best new global licensing program of the year three years in a row, my introduction of Lycra into cosmetic products turned two global giants around.
Lycra Flex Nail Color raised the bar on color durability. Lycra was extended into Rimmel products with astounding results. In some categories, such as nail polishes, sales grew by 500%.
From cheap and cheerful to underground glam, Ideas and Image took Rimmel from a has been brand to one of the largest color cosmetics brands in Europe and the fast growing color cosmetics brand in the United States.
Kate Moss underscored Rimmel's new visual statement, epitomizing the irreverent underground chic of dynamic London.
These advertising and product concepts utilizing Lycra technology have resulted in two smash hit product launches, with two more scheduled in 2007. Lycra technology introduced the
notion of facial sculpting to traditional color cosmetics.
Role: Global Creative Director, VP of New Ideas, Coty Inc.
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