The Coty-owned brand briefed RMG Connect to aim the site, which features brand ambassador Kate Moss, at 18- to 24-year-old women.
The portal features video demonstrations from celebrity make-up artist Liz Pugh, fashion tips and a guide to 'the perfect Saturday' in the capital.
A community section on the website allows users to create a profile page that they can personalise.
Rimmel London appointed RMG Connect earlier this year following a competitive pitch (Marketing, 27 June).
Rimmel London and Impulse were recently signed by Emap as sponsors of the Heat website. Heatworld.com features celebrity news, video clips, beauty product reviews and blogs.
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