Rimmel London taps NY street artist Indie184 as new Chief Artistic Officer

By

Cassidy Mantor

Published
Jan 22, 2018

Rimmel London has tapped NY street artist Indie184 as its new Chief Artistic Officer in a bid to improve its US positioning. Indie184 will help Rimmel tell a story of self expression through a new street style campaign.

Chandra Coleman, VP of US Marketing at Rimmel London, said that Indie184's "Work epitomizes the notion that beauty is art and art is beauty." Coleman said that the New York-born graffiti artist will help Rimmel redefine beauty standards so customers can create new bold and edgy looks.

With the campaign, Rimmel has evolved its Edge Your Look campaign to focus on Street Beauty. The brand worked with Indie184 to create a new campaign using the artist's bold and graphic styles which is called "The Art of Beauty." The campaign juxtaposes bright colors and feminine accents with stylized images of women including Elizabeth Taylor and Rihanna.

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Indie184 has been an active street artist for fifteen years, having dropped out of business school to pursue painting, sewing and graphic design.

Her work is influenced by abstract expressionism and pop art and has been shown globally at galleries and museums including El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany. Her graffiti pieces tell a global street style story and can be found everywhere from the streets of the South Bronx to Paris.

The message that Rimmel hopes to convey through this collaboration with Indie184 is that her globally recognized artistic expression can be recreated with Rimmel products.

Rimmel London is one of Coty's Consumer Beauty brands, along with Covergirl and Max Factor. Coty Luxury brands include Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and Philosophy. Its Professional Beauty brands include Wella Professionals, Sebastian Professional and OPI.

In her newly created role as Chief Artistic Officer, Indie184 will consult on all content creation for Rimmel's new campaign which is slated to begin rolling out in February, 2018.