The website, rimmellondon.com, has been redesigned by agency JWT London and went live in the UK this month. The site relaunch is being rolled out across the rest of the world in the coming weeks.
The new site keeps the Rimmel brand positioning, "Get the London look", while introducing new and engaging features that allow consumers to rate products, post comments and upload their own hints, tips and videos.
Consumers are then able to share uploaded content on social media sites.
The relaunch also introduces dedicated bloggers on to the site, called "Insiders", who look after a different section of London, which is divided into North, East, South and West.
The bloggers will discuss fashion within their area of the capital and will have a dedicated playlist for their sectors using the site’s new SoundCloud audio feature, each creating their own "London look".
Stephen Mormoris, senior vice-president, global marketing for Coty Beauty, said: "Rimmel is synonymous with London fashion and style. By creating an interactive platform and through using Insiders, Rimmel will be able to build upon this connection in an engaging way."
Last year, the Advertising Standards Authority (ASA) banned a television ad and two print ads for a Rimmel London mascara, because it created misleading product results through the use of lash inserts within the campaign images.
Read more on Brand Republic