Rimmel London has resumed its role as the official sponsor of Made in Chelsea, thanks to a new partnership with Channel 4 Sales.
This collaboration marks Rimmel’s return to the show after previously sponsoring it from 2011 to 2016.
Starting from 7 February, Rimmel will sponsor all episodes of Made in Chelsea on E4 and Channel 4 streaming. This sponsorship covers all 28 series so far. The partnership also includes social media sponsorship. It aligns with Channel 4’s digital strategy. This strategy will feature Rimmel-branded clips on TikTok, Instagram, and Facebook.
The brand aims to reach new audiences through its “Live Your London Look” campaign. This updated message encourages people to express their beauty in the lively world outside their homes. It encourages them to embrace beauty beyond just in front of a mirror.
Series 28 of the show wrapped up at the end of 2024. It focused on the relationships and experiences of young adults living in some of London’s most exclusive areas. Made in Chelsea is produced by Monkey, part of Universal International Studios.
The deal was arranged by Rimmel London’s media agency, Zenith UK.
Rupinder Downie from Channel 4 Sales expressed excitement about the partnership. She stated that it allows Rimmel to connect with viewers through catch-up viewing options on Channel 4 streaming.
Amaury De Vallois from Coty UK&I shared that Rimmel’s return is a significant moment. He noted that the brand promotes self-expression and creativity, highlighting their approach to engaging audiences through innovative digital formats.
Danielle Ticknell-Smith from Zenith UK added that Made in Chelsea is an excellent platform to connect with Rimmel’s young audience. She emphasized that Rimmel’s focus on confidence and creativity fits perfectly with the show’s appeal, making them the ideal sponsor.