Lancôme Grandiôse
Launch Lancôme's revolutionary "bent wand" mascara to ravenous beauty junkies.
creative direction • copy direction • copywriting • concept development
The Insight
For years, beauty experts had been “hacking lashes” to make them appear longer and fuller. But with Grandiôse, they no longer had to rely on beauty tricks to achieve the ultimate lash.
Start Bending
We knew beauty lovers craved new product releases, so we teased the upcoming launch on social. Each provocative photo revealed the lengths women go to achieve the perfect lash and hinted at the reveal of the new bent wand mascara.
The Teaser Experience
With anticipation at an all-time high, beauty fans flocked to a teaser page on lancome.com featuring a countdown, the social content and a brand video. Fans could pre-order the coveted new lash transformer and be the first of their friends to #startbending.
The Announcement
When the big launch day arrived, we partnered with Influential bloggers and Instagram socialites to synchronize a series of posts.
Each post was a piece of a larger puzzle; when they were all posted in quick succession, they formed a mosaic announcing Grandiôse.
The Site Experience
On a landing page on lancome.com, fans could explore the benefits of Grandiôse, view testimonials, study how-tos, be wowed by before and afters and of course purchase the mascara they had all been waiting for.
What I loved about working on this project
When beauty junkies hear about a new product, they can’t wait to get their hands on it—but they’re also some of the hugest critics online. We got to launch one of the most anticipated mascaras ever, but we knew fans were watching our every move. When they loved our approach, the clients were over the moon.