# Edenic Beauty Ads The 'Passioneyes' Campaign from Dolce and Gabbana Chanels a Natural Feel By Nicole Ballantyne-Choo | Published 2013-09-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/passioneyes-campaign References: [fashiongonerogue](http://www.fashiongonerogue.com/scarlett-johansson-stars-dolce-gabbana-passioneyes-campaign/) & [swide](http://www.swide.com/beauty/dolce-and-gabbana-makeup/scarlett-johansson-in-the-dolce-and-gabbana-makeup-passioneyes-duo-mascara-advertisement-campaign/2013/9/3) [Dolce](https://www.trendhunter.com/trends/devotion-for-men) and Gabbana has channeled a Mediterranean feel for the ‘Passioneyes’ campaign that promotes its [duo mascara](https://www.trendhunter.com/trends/luxury-mascara). The ad features the stunning Scarlett Johansson sitting on a ledge surrounded by nature and appearing to be in Taormina, which is a small town in Italy. The exotic atmosphere adds to the charming and sweet appeal of the ad. While the goal is to bring the mascara to people’s attention, the bottle takes up a very small portion of the campaign. People will be drawn to the ad not just because of the [beautiful actress](https://www.trendhunter.com/trends/eva-green), but also due to the peaceful scenery. The mascara collection was made by the talented Pat McGrath and consists of a black called Nero, a brown called Terra, and for the people looking to be bold, a blue one called Blu Indaco. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 37% | Activity: 63% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Mediterranean-inspired Beauty Campaigns:** Opportunity for beauty brands to create campaigns that evoke a sense of exotic allure and natural beauty. - **Celebrity-driven Advertisements:** Chance for brands to leverage the star power of celebrities to capture consumer attention and create brand affinity. - **Expanded Mascara Color Collections:** Potential for beauty companies to introduce vibrant and unconventional mascara shades to cater to those seeking individuality and boldness. ### Where This Applies - **Beauty and Cosmetics:** Incorporating nature and exotic locations in beauty campaigns can revolutionize the industry, appealing to consumers seeking authenticity and connection to nature. - **Entertainment and Celebrity:** Collaborations with popular celebrities in advertisements can disrupt the industry, driving brand recognition and consumer engagement. - **Personal Care Products:** Expanding mascara color ranges beyond traditional options can create a disruptive innovation opportunity, appealing to consumers looking for unique and expressive beauty products. ## Related on Trend Hunter - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Actress-Backed Handbag Collections](https://www.trendhunter.com/trends/galleria-handbag.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Couture Beauty Campaigns](https://www.trendhunter.com/trends/dior-2024-campaign.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Fashion Brand Christmas Ads](https://www.trendhunter.com/trends/chanel-winter-tale.md) - [Empowered Makeup Campaigns](https://www.trendhunter.com/trends/pillow-talk-beauty-soulmates.md)