Rimmel London has unveiled new brand positioning. In its largest re-stage to date, the new messaging is focused on self-discovery and identity, moving away from stereotypical standards of beauty, according to the Coty-owned mass market cosmetics brand.

The brand has tweaked its signature tag line of “Live The London Look” to “Live Your London Look.” The Rimmel logo has been updated as well. The crown has been dropped.

The new logo and strap line debuted online this month, and are being rolled out across the globe over the coming year.

The effort is said to further globalize Rimmel London while remaining true to its heritage and roots within London, according to the brand.

“Rimmel London has always been a pioneer, pushing the boundaries of beauty and discovering newness and relevance at the heart of culture. Today, that means out there on the street, where life happens. That’s where beauty is discovered, and it’s different for every person, it can change every day, and we celebrate it all,” noted Stefano Curti, chief brands officer, consumer beauty at Coty.

To help mark repositioning, Rimmel London created the Rimmel London Collective, which increase the brand’s ‘live from’ storytelling and social community engagement. The Rimmel London Collective will include artist Kenya Grace, who joins existing Rimmel London ambassador Olympic diving legend Tom Daley OBE.

Global Brand Ambassador Maya Jama remains with the beauty line, according to the brand.

Rimmel London’s “Beauty Live From” content series which will also leverage Instagram and TikTok.