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Rimmel
Grounded in Goodness
Video | Talent | Editorial | Social
To connect Rimmel’s Kind & Free range with Gen Z, I came up with Grounded in Goodness, a platform offering practical, no-nonsense advice on building sustainable beauty routines.
Rimmel wanted to connect with the Gen Z beauty crowd by positioning its Kind & Free makeup range as a must-have for those prioritising sustainability.
Imperfect sustainability is at the heart of how Gen Z approaches eco-friendly living. They want to make greener choices, but they’re also mindful of their budgets and, of course, just getting on with life.
I developed a platform that gives beauty lovers practical advice on making sustainable choices while balancing convenience and cost. This approach helped Rimmel connect with its audience in a genuine, relatable way without coming across as preachy or out of touch.
Grounded in Goodness made going green easy and accessible for young consumers.
The platform offered a mix of sustainable beauty content, from video tutorials and in-depth editorial pieces to gamified social assets, all delivered with a refreshingly no-nonsense tone.
Each touchpoint provided practical tips for building greener routines, helping beauty fans make conscious choices without feeling stressed.
The message was simple: Kind & Free won’t solve all of sustainability’s challenges, but it’s a way to take small, meaningful steps toward a more eco-friendly beauty routine.
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