L'Oréal designed a campaign called 'The Waterproof Experience’ to test its waterproof mascara on women. The campaign was essentially an experiment that had 100 women test out the new product. The women spent the morning getting their hair and makeup done by L'Oréal beauty experts. A single picture of each women was taken.
Every woman was sent into a theater wearing the mascara. The film being played was the classic tear-jerker Titanic. As predicted, there was not a dry eye in the house when the movie ended. As the women left the theater a second picture was taken. This revealed that each women, despite the tears looked just as beautiful as when they entered the theater.
This clever ad showcases the success of the mascara a way that women will be able to relate to.
Cry-Proof Mascara Ads
L'Oreal Waterproof Mascara was Tested on a Theater of Crying Women
Trend Themes
1. Emotional Marketing - Creating ads that evoke strong emotions, such as tears, to connect with consumers on a deeper level.
2. Experiential Advertising - Designing campaigns that allow consumers to personally test and experience products in unique and engaging ways.
3. Authentic Beauty - Highlighting natural beauty and promoting products that enhance rather than mask it, resonating with consumers seeking genuine self-expression.
Industry Implications
1. Cosmetics - Opportunities for cosmetics companies to develop innovative marketing strategies that authentically connect with consumers' emotions.
2. Film and Entertainment - Partnering with movie theaters and filmmakers to create customized movie experiences that incorporate product testing and experiential marketing.
3. Fashion and Beauty Styling - Collaborating with beauty experts and stylists to create personalized experiences for consumers that showcase the transformative power of products.