In many foreign countries, Rimmel has a slightly different position in the market compared with local products, and the sales force should receive additional, country-specific training in order to overcome this knowledge gap. The advertising message is focused on the London connection. This message is somewhat effective, particularly when paired with a top end celebrity endorser like Kate Moss. Many different forms of media are used, with an emphasis on print. A greater emphasis on Internet-based marketing might be effective given the young demographic that Rimmel courts. The copy is only somewhat effective, because it relies on London's reputation as much as it does on Rimmel's. It is recommended that the advertising, while retaining the London theme, place more emphasis specifically on Rimmel product quality and pedigree.

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The company does attempt to garner positive PR, but appears to be more focused on advertising. There is also limited information available about Rimmel's sales promotions. Essentially, these vary from country to country, and may depend as much as inventory supply as anything else, but that is merely speculative.
It is believed that increased promotion would increase demand for Rimmel products, especially in overseas markets where there are many low quality local competitors. The Rimmel name is famous, but does not carry the highest prestige value. Therefore, it is important that all consumers are aware not only of the brand name, but of the value that is ascribed to that brand. The overall result will be that Rimmel can increase demand by making more consumers aware of the product's quality and the role it can play in a woman's cosmetics case.