A bold and modern foundation franchise built on the 35-hour wear claim.
The brief
Rimmel briefed Highlight London on the Lasting Finish face franchise, covering foundation, concealer and powder. The system had to translate the 35-hour wear claim into a single confident visual code.
The approach
We designed a bold, edgy artwork system anchored on a high-contrast palette and a strong vertical Lasting Finish lock-up. The 35H claim is a graphic device repeated across SKUs, giving the franchise instant recognition on shelf.
The result
The Lasting Finish face franchise continues to power Rimmel's foundation business in European mass distribution and remains one of the brand's most recognisable systems.
