LONDON, February 24, 2010 /PRNewswire/ -- Rimmel London, Britain's best-selling cosmetics brand will be making a fashionable appearance in Selfridges flagship store on Oxford St during London Fashion Week by launching an exciting new concept 'pop-up' shop from 18th February*.

Located in Spirit, Selfridges young fashion department, customers will be able to shop a specially selected range of Rimmel London products, some exclusive to Selfridges before they launch nationwide, as well as receive makeovers to 'get the London look' in iconic Rimmel telephone boxes.

The fun and interactive store will see the launch of Rimmel's NEW Colour Show Off Lipstick and NEW Volume Flash the Max Waterproof Mascara, alongside some of Rimmel's best selling products and new limited edition shades.

Rimmel London have also created a special "Pink Excess" makeup collection ** exclusive to Selfridges, comprising a glamorous sequin clutch bag, featuring three of the latest products.

"This is the first time Rimmel London and Selfridges have collaborated on such an exciting project and we think it is very fitting for two iconic London brands to come together during this important time in London's fashion calendar. This also comes at a significant time for the brand as our newest face, Georgia Jagger, joins Kate Moss and our fantastic line-up of Rimmel London models" David Allan, Rimmel Marketing Director.

"Selfridges has a very diverse fashion business and I wanted to offer our customer the same in Beauty. Rimmel is a hero brand that has a great wide appeal so who better to launch with in London Fashion week than Rimmel. Selfridges offers 'The London Look' with a difference. A customer can pop into a carefully constructed London red telephone box for the perfect Rimmel make over and walk away with exclusive and best selling products, which will be a first for our customers." David Walker-Smith, Beauty Director at Selfridges

*The Rimmel London pop-up store will be instore from 18th Feb for 4 weeks.

PRODUCT INFORMATION

NEW COLOUR SHOW OFF LIPSTICK GBP5.99

Get high drama and pure intensity with Rimmels' new Colour Show Off Lipstick. The state-of-the-art formula pampers lips in a luscious, ultra lightweight texture and makes them shine in vibrant colour. Stand out and show off in runway ready full-on colour that lasts up to eight hours with the help of the Colour Fix(TM) complex.

NEW VOLUME FLASH THE MAX WATERPROOF GBP6.49

Live life to the max - Whatever the weather! Now you can turn up the volume on your lashes, come rain or shine with the new The Max Volume Flash Mascara Waterproof from Rimmel London. It has a 100 % waterproof formula, which is long-lasting with no flaking or smudging. Lashes go from skinny to fat in ten seconds flat!

RIMMEL LONDON SELFRIDGES EXCLUSIVES

60 SECONDS NAIL POLISH, LIMITED EDITION "PINK PUNCH", GBP3.49

COLOUR RUSH TRIO, LIMITED EDITION "DARK ANGEL", GBP5.49

GLAM'EYES PROFESSIONAL LIQUID EYELINER, LIMITED EDITION "AQUA GLOW" & "GOLDEN EARTH" GBP5.49

**PINK EXCESS GLAM BAG, GBP15.00

Featuring three exclusive products - 60 Seconds Nail Polish in show stopping Pink Punch, New Colour Show Off Lipstick in Pink Excess and the new Volume Flash Max Waterproof all presented in a glamorous black sequin clutch.

EDITORS NOTES: LIMITED EDITION SHADES IN SELFRIDGES ONLY, AVAILABLE WHILE STOCKS LAST. COLOUR SHOW OFF LIPSTICK AND NEW VOLUME FLASH THE MAX WATERPROOF MASCARA WILL LAUNCH LATER IN EXISTING RIMMEL STOCKISTS.

Rimmel London Press Contacts:

Linsey Reay - +44(0)20-8971-4145/ Lorraine Clough- +44(0)20-8971-1322

linsey_reay@cotyinc.com / lorraine_clough@cotyinc.com