the work

L'Oréal Paris


L’Oréal Paris asked us to help them make mascara great again.

COVID lockdowns and lo-fi WFH looks were not kind to the makeup category in general. Looking to reinvigorate local sales and awareness, L’Oréal Paris came to us with a challenge to help them make makeup – or in this case, mascara – great again. We responded with a local content series called My Perfect Lashes featuring different talent paired with one of the super brand’s three hero mascaras.

We delivered a social content strategy and produced and directed a comprehensive suite of assets from stills to both short and long-form video to run across the L’Oréal Paris website, social channels and the respective talents’ own channels, along with digital advertising campaigns — and the results exceeded success benchmarks, and some.

Some crybaby campaign highlights:

Overall, L’Oréal Paris mascara total sales grew by 27.8% versus a total market decline of 7.6%. An incredible result considering many states were in lockdown during this period.

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