The Rimmel Hype Effect: Redefining Mascara Launches with Rimmel Wonder-Bond

Agency: Zenith UK
Client: Rimmel London

What happens when beauty’s ultimate battleground, mascara, trades reach and frequency for cultural buzz and social heat? Rimmel Wonder’Bond Mascara didn’t just land on shelves – it took over TikTok feeds, topped search rankings and redefined beauty buzz. With jaw-dropping takeovers, creator-powered hype and record-breaking engagement, this campaign didn’t just elevate lashes – it rewrote the rules of the mascara game.