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However, there is little concrete information from the company with regards to the state of its expansion plans.
Rimmel is based in London, and trades heavily on the image of London as a fashion center. London-based models are typically used to promote the brand (Kate Moss, for example) and the company utilizes the tag "the London look" in some of its promotions.
The manufacturing location of its products is virtually irrelevant in the company's marketing, with the possible exception of using local production to avoid duties and tariffs. Assembly is also largely irrelevant -- Rimmel is strictly focused in its marketing messages with the London...
While Rimmel started in London and is headquartered there today, it is unlikely that any production or material sourcing takes place in central London today.
This perception is important because London is a global fashion center. The actual origins of the base ingredients or the manufacturing facilities do not have the same glamour that London has, which is why the company emphasizes its point of origin rather than its point of manufacture.
In general, the place of manufacture means little to the customers, except when the local producer adapts the products to suit local tastes, as has been the case with Rimmel in China. The place of manufacture is relevant to the company's workers however. Due to local regulations, the company often produces domestically. For example, Coty signed an agreement with a Chinese firm to manufacture Rimmel locally when the brand
However, because Rimmel is positioned above the bottom of the market, it could be a trade-up brand itself during economic upswings, as consumers leave their cheap local brands for a more prestigious and internationally recognized name like Rimmel. The means by which Rimmel cosmetics are priced is appropriate for a company with its market strategy. Rimmel needs to have a good value proposition, which implies good quality and a relatively
Maybelline positions itself as the most innovative make up producer. The company has strengthened its position on the international market due to the sales force ensured by L'Oreal, who acquired Maybelline. Astor positions itself as a high quality make up producer. Customers The main customer segment is represented by women aged between 20 and 35 years old. These customers have a medium income and medium to high education. They have a modern