London beauty brand to sign three ethnic models

(2008 Coty Inc. all rights reserved.)

Women's Wear Daily reports that after announcing that models Georgia Jagger and Coco Rocha will appear in next year's Rimmel London ads, the label will also tap three ethnic models for its campaign.

The move represents a PR-effective decision since Rimmel's line-up mainly consists of classic English beauties such as Lily Cole, Sophie Ellis-Bextor or Kate Moss. The beauty industry, even more so than fashion, is often criticized for discriminating against ethnic models.

"We needed a wider palette of faces to show the makeup results of our new products," Stephen Mormoris of Coty Beauty, which owns Rimmel, told the paper.

"Rimmel embodies the London look, which is very resonant with young people all over the world who look to London as a center of multiculturalism and freedom of expression."

Jagger, who Mormoris says was chosen for being "edgy and experimental" appeared in a controversial campaign for Hudson Jeans earlier this year, which many found too provocative for her young age.

Site: www.rimmellondon.com