Inspired by a professional makeup artist hack, L’Oréal Paris Unlimited Mascara has a very special feature. Its 45 degrees folding wand allows us to coat all of our lashes, even those hard-to-reach ones in the corners of our eyelids! Because of its unique design, a campaign was needed. L’Oréal wanted to educate Canadian women about its use and to demonstrate its effectiveness.
To do this, L’Oréal Paris turned to Maison Made in. Our agency strategized and developed a pan-Canadian campaign, recruiting 11 content creators. They posted dynamic content, mostly in video format, to demonstrate the effectiveness of the mascara. They showed their community how to use it, first with the wand straight (to lengthen lashes), then folding it (for maximum lift and curve).
The targeted videos reached audiences who were particularly interested in the mascara category, or who were looking for more information about this particular mascara. This campaign was not about talking to all women, but talking to women who mattered the most. It was a success, with many comments sharing an intention to purchase Unlimited mascara.
