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.