Cosmetics brand Rimmel is targeting millennials with a new campaign featuring a diverse of range of social media star "beauty influencers" -- one of them male -- as well as established models like Cara Delevingne.

The first work through BETC London for the Coty-owned brand, the campaign carries the tagline "Live the London Look" and features male teen beauty blogger Lewys Ball, as well as makeup artist and model Portia Ferrari; model Maddi Waterhouse and Vivienne Westwood's model grand-daughter Cora Corré. It's also introducing a new "visual signature," the double L frame, a face-framing pose created with the thumb and index finger of each hand.

An online film, directed by Partizan's Dexter Navy, features the "squad" of beauty influencers traveling around London, and aims to capture a vibe "fuelled by the city's cultural richness, sense of freedom and diversity." The film includes an appearance from Cara Delevingne, who was named as the Rimmel brand's new ambassador last April. Rita Ora, Georgia May Jagger and Kate Moss also represent the brand, and will be encouraging fans of the brand to "Live the London Look" on social media.

Rosie Bardales, executive creative director at BETC London, told Creativity: "We wanted to keep Rimmel's legacy of "Get the London Look" but make it more of an invitation for our audience to express themselves. Hence the evolution to "Live the London Look", to appeal to a more diverse, global audience, because there's not one single look, it is whatever you want it to be."

She added: "We want to ensure that Rimmel stays fresh and up to date on the interpretation of individuality, self-expression, edge and diversity."

Last year, Coty also debuted beauty vlogger James Charles as its first male CoverGirl.