Case Study: Lion & Lion achieves 3x market share for Rimmel’s Malaysia relaunch with Talkwalker

How Lion & Lion Helped Launch Rimmel

Lion & Lion, an Asia-based integrated digital marketing agency, partnered with Rimmel London to relaunch the brand in Malaysia. The challenge was to break through a crowded makeup market of global and K‑beauty players and convince young Malaysian consumers—who value authenticity, peer reviews and self-expression over celebrity endorsement—to consider Rimmel.

Using Talkwalker social listening, Lion & Lion identified category trends and consumer insights, prioritized face and eye products, mapped influencers, and launched the #MakeUpYourOwnRules campaign with youth-relevant talent. The data-driven approach drove strong outcomes: Rimmel achieved about 3x its initial market-share target in the first year, climbed from 5% to 11% share-of-voice (FY2018 to YTD2019), recorded 133k engagements in month one, and saw branded search volume triple from Q1 to Q2 2018.

Lion & Lion

Cheska Teresa

Managing Director