# Silent Drama Campaigns Lancôme's Hypnôse Drama Mascara Campaign Shares Smile-Boosting Secrets By Laura McQuarrie | Published 2024-08-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hypnose-drama-mascara References: [beautypackaging](https://www.beautypackaging.com/contents/view_breaking-news/2024-08-14/lancome-taps-co-hosts-hannah-berner-paige-desorbo-for-silent-drama-campaign/) & [tiktok](https://www.tiktok.com/@thelipsticklesbians/video/7400127494055054635?_r=1&_t=8p2POtiMKKk)  For better or worse, many new beauty launches are accompanied by scandal and to promote its Hypnôse Drama Mascara, Lancôme cleverly manufactured feel-good drama to amplify excitement around the product. For the Silent Drama campaign, Lancôme tapped longtime friends and Giggly Squad hosts Hannah Berner and Paige DeSorbo. The Lipstick Lesbians—known for educating their [TikTok](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians) audience about beauty product formulations, ingredients and components—began one of their videos as usual in [Sephora](https://www.trendhunter.com/trends/skin-obsessed), and shared a peek at drama happening in the background of the retail store. Captivated commenters quickly got invested but were left to speculate and lip-read to attempt to decode what they just witnessed. In the latest episode of Giggly Squad, Berner and DeSorbo revealed that they were complimenting each other's lashes and “Hypnôse Drama's BFF,” the all-new Lip Idôle Butterglow. "In a world often filled with unnecessary and negative drama, we chose to amplify the drama that makes you smile," said Ramzy Burns, General Manager of [Lancôme US](https://www.trendhunter.com/trends/lancome-1). ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 79% | Activity: 89% | Freshness: 27% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Feel-good Marketing Campaigns:** Brands are embracing positive emotional engagement to create captivating and memorable marketing experiences. - **Interactive Social Media Engagement:** Innovative campaigns leverage interactivity on social platforms to spark curiosity and active viewer participation. - **Retail Space Dramas:** Creating staged, shareable moments within retail environments is becoming a unique way to draw attention and create viral content. ### Industries Being Reshaped - **Beauty and Cosmetics:** The beauty industry is witnessing a shift towards marketing that intertwines product promotion with engaging narratives. - **Social Media Marketing:** Companies are increasingly utilizing social media to host interactive campaigns that encourage viewer speculation and participation. - **Retail Innovation:** Retail environments are being transformed into experiential spaces, blurring the lines between shopping and entertainment. ## Related on Trend Hunter - [Sleek Lash-Defining Mascaras](https://www.trendhunter.com/trends/lancome-1.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Faux Reality Drama Campaigns](https://www.trendhunter.com/trends/primer-donnas.md) - [Telenovela-Inspired Makeup Campaigns](https://www.trendhunter.com/trends/descubre-elfecto-campaign.md) - [Heroic Skincare Serum Campaigns](https://www.trendhunter.com/trends/lancme-skin-idle-3-serum-supertint.md) - [Drama-Series-Inspired SPF Campaigns](https://www.trendhunter.com/trends/vaseline-x-the-white-lotus.md) - [Misaddressed Mailer Campaigns](https://www.trendhunter.com/trends/mailer-campaign.md)