CASE STUDY

Changing the Face of

Malaysian Makeup
How Lion & Lion Helped Launch Rimmel
 CONTENT
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03 About the case study

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04 Changing the Face of Malaysian Makeup -

How Lion & Lion Helped Launch Rimmel
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05 How Lion & Lion supported Rimmel’s

digital strategy in Malaysia

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06 Exploring Malaysian girls’ attitudes and

thoughts around beauty
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09 #MakeUpYourOwnRules Campaign

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11 Results

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 COMPANY
Lion & Lion is an integrated digital marketing agency with a mission
to deliver business impact to their clients through a data-driven and
strategically-led approach to digital marketing. Based in Asia, Lion & Lion
has offices in major cities including Kuala Lumpur, Jakarta, Hong Kong,
Singapore, Taipei, and Ho Chi Minh City.

LOCATION
Asia (Malaysia, Singapore, Indonesia, Hong Kong, Vietnam, Taiwan)

INDUSTRY
Agency

CLIENT
Rimmel London, a British cosmetics brand relaunching in Malaysia.

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 Changing the Face of Malaysian Makeup

How Lion & Lion Helped Launch Rimmel

By using Talkwalker, Lion & Lion derived valuable insights used to define Rimmel London’s brand
positioning and differentiation in a highly cluttered category filled with makeup giants and micro
K-beauty brands. The identified consumer insights and trends impacted Lion & Lion’s approach
and development of their digital strategy for the relaunch of Rimmel in Malaysia.

“To find out which product category to target and how to set Rimmel apart
from competitors, we looked at competing brands and consumer insights using
Talkwalker. As an example, we discovered that fans loved the Rimmel foundation.
Given this, and what we know about what drives the category, we chose to mainly
focus on the face and eye categories. As a result, we saw an increase in branded
search and share-of-voice, and gained around 3x of our initial market share target
within the first year of launch.”

Cheska Teresa, Managing Director for Lion & Lion in Malaysia

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How Lion & Lion supported Rimmel’s digital strategy in Malaysia

Spotting trends and influencers with social listening

With a competitive market and a myriad of makeup brands already thriving in Malaysia, the
challenge for Lion & Lion was to ensure Rimmel owned the beauty space, and to get consumers
to consider and choose Rimmel.
Lion & Lion was quick to set up their Talkwalker dashboards for Rimmel, through a strategic and
clear way of cutting the data. They:

1. Listed beauty and makeup keywords that defined and segmented category insights and
trends.
2. Listened to consumer conversations to spot emerging trends, content ideas, and to
identify which product category Rimmel should focus on.
3. Distilled and synthesized insights and placed them into different groups of beauty ideas
and inspiration.
4. Identified key macro and micro influencers to understand their reach and potential impact
on a bigger scale.
5. Followed brand mentions and share-of-voice (SOV) to get a sense of how existing
makeup brands were positioning themselves in the market, understand what consumers
were saying about them, and to identify opportunities to differentiate Rimmel from the
competition.

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 Exploring Malaysian girls’ attitudes and thoughts around beauty

Through social listening, Lion & Lion identified a young group of Malaysians who believed beauty
was more than skin deep and that being bold was more than looks alone. The data demonstrated
a different type of beauty representation, which showed experimental makeup usage across
cultures.

Figure 1. Different beauty representation, demonstrates experimental usage across cultures.

Period: 3 Months. Filter: Makeup Products. Data: 10.3K mentions.

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Young women strived for authenticity and wanted a connection with brands that stood for
something bigger. They showed low affinity for A-list celebrity endorsement, favored peer-to-
peer review/online research for product information, and used makeup to express and define
themselves. As shown in Talkwalker’s Visual Data Insight.

Women in Malaysia, expressing themselves through makeup.

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 After a few weeks of listening, it was found that fans in Malaysia mostly talked about face and
eye products, followed by lip trends. This allowed Lion & Lion to tailor the digital strategy and
focus on a diverse look and expressions of beauty empowerment.

3% 2%
5%

Figure 2. Girls can’t leave home without their powder or shaping / defining their brows.
Period: 3 months, Topic: Makeup, Beauty Trends, Demo: 18-24yrs, Data: 3k mentions.

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#MakeUpYourOwnRules Campaign

Celebrate all-inclusive beauty with #MakeUpYourOwnRules

The campaign was about celebrating all-inclusive beauty and building Malaysian girls’
confidence to explore their individuality and be bold in self-expression through makeup.

#MakeUpYourOwnRules campaign in Malaysia.

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 To drive online awareness, Rimmel partnered with 4 prominent influencers with distinct
personalities that represent today’s youth culture, with a range of other young influencers to
build authenticity and word-of-mouth.

The 4 Rimmel London Malaysia Rebels

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Results

Empowered by consumer and data-driven insights, Lion & Lion was able to successfully relaunch
Rimmel in Malaysia and achieve results above expectations.

Rimmel re-entered the market and earned 3x its initial market share within the
first year of launch.
Rimmel ranked 3rd in terms of share-of-voice (SOV) in the makeup category
within a year.
Rimmel gained 133k engagements in the first month alone and saw a 3x increase
in branded search volume from Q1 to Q2 2018.

SOV % Make Up Category, FY 2018 SOV % Make Up Category, Ytd 2019

4% 7%
5%
5%
8%
34% 8%
Market leader Market Leader
Brand A Brand A
Brand C
44%
Rimmel London
14% Brand D 9% Brand B
Brand E Brand C
Rimmel London Brand D
Others Others
11%

17%
18%
16%

Figure 3. SoV - Talkwalker Social Listening FY2018, Ytd 2019

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 Impact starts here.
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