‘Rimmel Me’ is edgy, streetwise and fun, mirroring Rimmel customers – urban 15-24 year old women. These young women want to choose who they want to be and inhabit multiple identities & roles. They don't want set rules of beauty and are bored of the ‘perfect’ look. They want something real and achievable. They want Rimmel to help them express their individuality and give them a licence to break rules.The creative approach for ‘Rimmel Me’ pursues a narrative user experience – through the Rimmel Girl – a single character with multiple identities. These multiple identities are introduced through location, choice of clothes, situations and importantly, the Rimmel products she uses. The illustrative style of the site presents a contemporary creative approach and an arresting online presence that directly promotes awareness of new & existing Rimmel products.The site builds on the cool, streetwise London image of Rimmel through the Rimmel Girl, creating a visually rich and inviting ‘gateway’ to the six key areas of content – ‘Extrovert’ Camden, ‘Easy Going’ Portobello, the ‘Experimental – Getting Ready’ Bedroom, ‘Chilled Out’ Notting Hill’, ‘Energetic’ Hoxton and ‘Flirty’ Soho. ‘Rimmel Me’ reinforces that Rimmel is a cool brand for young urban women.