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Rimmel London and Glam Media partner for London Fashion Week marketing campaign

Cosmetic brand Rimmel London is launching an online marketing campaign around London Fashion Week with Glam Media.

Rimmel London is the exclusive sponsors of Glam.co.uk's London Fashion Week coverage, with specialist interactive advertising units and traffic drivers placed across Glam Media's top 40 style websites.

A themed hub and video player has been built on the top consumer fashion, beauty and entertainment website Glam.co.uk, which will stream bespoke behind the scenes short-form videos filmed at the event, featuring interviews with renowned fashion designers and the top models under the tagline, 'Brought to you by Rimmel London'.  The films will be created by production company Third Man Films.

A second wave of programming will report on the latest trends, with one of Glam's Media's own beauty blogger / make-up artists showing users how to re-create the latest make-up looks from the catwalks at home using Rimmel London products, as part of the company's ‘get the London look’ slogan.

The first set of films is to be published on the Glam website tomorrow, with a second wave being released on Sunday, and the rest being available from early next week.

The partnership will be extended to include activity over London Fashion Week in February 2012, and the deal was brokered by OMD UK.

Featured by The Drum