# Weeping Makeup Merchandizing Konad Cosmetics Flobu Waterproof Ads Shed Competitors' Tears By Amelia Roblin | Published 2011-05-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/konad-cosmetics-flobu-waterproof-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/konad_cosmetics_flobu_waterproof_hes_married) & [grey.ar](http://www.grey.com.ar/) It's frustrating enough when your makeup won't last a regular day, but these Konad Cosmetics Flobu Waterproof ads remind women of the raccoon eyes they get when feelings run fowl. This brand of [mascara](https://www.trendhunter.com/trends/colossal-bubble-mascara) claims to be "[emotion proof](https://www.trendhunter.com/trends/angry-orchards-latest-campaign)," which suggests that you can look your best regardless of any dramatic upsets. Simple and straightforward, this [three-piece campaign](https://www.trendhunter.com/trends/il-pranzo-campaign) employs text as the subject, but allows the consumer to connect with it on more than just a literary level. The Grey advertising agency of Buenos Aires, Argentina, personifies the typeface, pretending that the printer ink has become wet with a tearful state associated with the written suggestion. Assertions like "he's married," "we broke up" and "I'm pregnant" become more poignant in the Konad Cosmetics Flobu Waterproof ads than perhaps one might have expected. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 74% | Activity: 74% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Emotion-proof Makeup:** The trend of creating makeup products that claim to be emotion-proof, offering long-lasting results regardless of emotional upsets. - **Interactive Advertising:** The trend of using interactive elements in advertising campaigns to create a deeper connection with consumers. - **Personifying Typography:** The trend of personifying typography in advertising to evoke emotional responses from the audience. ### Sectors Adopting This - **Cosmetics:** The cosmetics industry can capitalize on the trend of creating emotion-proof makeup products to cater to consumers' desire for long-lasting, smudge-proof cosmetics. - **Advertising:** The advertising industry can leverage the trend of interactive advertising to engage consumers and create memorable brand experiences. - **Graphic Design:** The graphic design industry can explore the trend of personifying typography in advertising to create visually striking and emotionally impactful designs. ## Related on Trend Hunter - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Y2K Weather-Report-Style Skincare Campaigns](https://www.trendhunter.com/trends/drycuticle-season.md) - [science-backed eye relief campaigns](https://www.trendhunter.com/trends/its-a-science.md) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)