In 2014, L’Oréal Paris launched False Lash Butterfly Wings Mascara and Superliner Blackbuster Eyeliner. The challenge was to capture the attention of younger Australian women, who are unlikely to engage with L’Oreal Paris, viewing it as a brand for older women. The insight is that women are more excited by a new makeup look than a new product but, they often lack the confidence to try it themselves.

The ambitious objectives to achieve were an 8% value share and 25,000 units sold of False Lash Butterfly Mascara and a 6% value share and 12,000 units sold of Superliner Blackbuster Eyeliner. In addition, we aimed to generate AUD $20,000,000 in media value, increase brand penetration of L’Oreal Paris amongst young Australian women and generate 1,000,000 total views of how-to videos.

For both the mascara and eyeliner, we targeted young women, aged 18 to 35, who look to celebrities and style icons for inspiration. We reinvented a classic look with a contemporary twist and engaged the expertise of our makeup director, a local spokesmodel and a highly popular beauty vlogger to show our target how to create the look for themselves and their profiles ensured PR coverage.

The results were outstanding: generating over AUD $30 million in media value, an increase in Facebook interactions of +42.5%, doubling our Instagram following, generating over 1,900,000 million total video views, becoming both the number 1 selling mascara and eyeliner, and increasing penetration amongst young women by 30% for mascara and 48% for eyeliners.

1. The look launched at the biggest consumer fashion festival in Australia, with L’Oréal Paris’ first ever pop-up store.

2. Social media helped take the trend beyond the festival precinct.

3. We generated digital PR by promoting brand ambassadors Eva Longoria, Megan Gale and makeup director Elsa Morgan.

4. To legitimize the trend we partnered with Chloe Morello, a prominent Australian beauty vlogger.

5. A branded content series was created, including Australia’s first Google Glass branded film to help women master the look.

6. Social platforms were utilized to drive engagement with how-to videos via user-generated promotions.

1. Pop-up sales AUD $40,000

2. Traffic through Boutique 3,000 consultations

3. Beauty Insider sign ups – 46 % conversion rate

4. Social interaction on Facebook +42.5%

5. Instagram following doubled to 19,000

6. Winged Eye how-to video viewed 1,900,000 million times, the 6th most watched viral video in Australia in 2014.

7. Overall No. 1 selling mascara and eyeliner in Australia during the campaign period.

8. Doubled market share for mascaras by 437% and liners by 244%.

9. Increased penetration amongst young women (18-35) by 30% for mascara and 48% for eyeliners.

10. Earned media for the campaign is valued at $30m AUD.