Lancôme asked us to launch the newest, biggest addition to their mascara portfolio: Grandiôse, an angled wand inspired by a professional makeup artist trick. To distinguish Grandiôse, we focused on its unique “bent” wand shape.
We teased the product by releasing cryptic images on social media that showed women poking, powdering, and smudging in their quest for the perfect look. The images encouraged followers to stop hacking their lashes and to get ready to #startbending them with Lancome’s latest mascara innovation. In just two weeks, the images garnered over 20,000 likes on Instagram alone, with hundreds of additional shares and retweets from Facebook and Twitter extensions. Across all channels, countless commenters chimed in with curiosity and excitement.
To announce the launch, we created the first multi-user mosaic on Instagram. Anyone who visited #startbending could see a mosaic introducing the product to the world. We also created a custom landing page and recruited popular vloggers to test-drive the lash “hacks.” Of course, none of them compared to the revolutionary new Grandîose.