(London) – September 12th, 2013 Coty Inc. announced today the coolest collaboration of 2014, revealing that Rimmel London will create a capsule colour collection with the hottest music artist to recently hit the London scene, Rita Ora. With her widely followed and true unique sense of British style, Rita Ora brings the perfect edge and glamour to the brand through her new ‘must have' colour collection. Emanating from the looks that has turned her into such a media magnet, Rita Ora will work with Rimmel London to create the most trendy & stylish lip and nail shades of the season, to be released as of June 2014.
Rita is guided by her innate instincts. She is inspired by the sounds, life, music, fashion, colour and fun. Her constantly evolving sense of style is also a reflection of her London roots both dynamic and deliberate, a ‘mash up' of catwalk and High Street fashion. Rita catapulted to the top of the charts with “Hot Right Now” “RIP” and “How We Do (Party)”. Her first album “Ora” which was released shortly after topped the UK charts and became an instant International success. The world is eagerly awaiting the launch of her second album. Talking about this new partnership, Johanna Businelli, SVP Global Marketing Coty Beauty Colour Cosmetics comments: “We are extremely excited about this new collaboration with Rita Ora. She is young, fresh and on the brink of a huge international career and we are sure she will bring a lot of creativity and fun to the Rimmel brand”. “Rita is a real London girl and uses the streets of London as inspiration for her songs like Rimmel uses the London Look from the streets as inspiration for its products,” states VP of Global Marketing Rimmel, Friedemann Schmid, “With this new collection we are combining both the London street vibe with Rita's amazing style and we look forward to sharing the amazing result”. “I have always loved Rimmel growing up and it is so exciting for me to be able to work with such a cool brand. I am absolutely obsessed with makeup and being adventurous with colours so when I was given the chance to make my own collection with Rimmel it was like a dream come true!” says Rita Ora.
Marketing plans for the highly anticipated collection are currently in development. Additional information will be announced closer to the launch.
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