Cosmetics brand Rimmel London is set to return as Made in Chelsea’s headline sponsor, with its branding appearing across the entirety of the show’s back catalogue on TV and video-on-demand.
The Coty-owned beauty brand sponsored the show from 2011 to 2016 and will now sponsor all Made in Chelsea programming across the Channel 4 portfolio.
The deal will additionally cover social sponsorship, which will see Rimmel branded Made In Chelsea clips posted across the broadcaster’s TikTok, Instagram and Facebook pages.
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“Channel 4’s content offering ensures our partners can find their perfect match to reach their key audiences. We’re thrilled to partner again with Rimmel on our Made in Chelsea series and enable them to make the most of catch-up viewing of the show through Channel 4 streaming,” said Channel 4 Sales content solutions leader, Rupinder Downie.
Negotiated by Rimmel London’s media agency partner Zenith UK, the return of the partnership will allow the brand to engage audiences across Channel 4 platforms with their Live Your London Look positioning.
Coty UK and Ireland GM, Amaury De Vallois said: “Rimmel London’s return as sponsor of Made in Chelsea is an exciting moment for the brand. Rimmel champions self-expression, authenticity, and creativity through lived beauty.
“This partnership highlights our trend-focused marketing approach and creates multiple opportunities to engage and disrupt key audiences through innovative digital and social formats, inspiring everyone to ‘Live their London look’.”
Image above features members of Made in Chelsea’s season 28 cast.
