This idea is appropriate to Promo & Activation because we designed it to create immediate awareness and sales of our products (waterproof mascaras). We did it in a place where women had very easy access to the product after living the promotional experience in an emotional way.

We invited a group of women to the cinema, gave them a makeover with our waterproof mascaras and took their picture. Then, they saw a movie that made them cry.

At the end we took their picture again and compared the before and after; they couldn't tell the difference.

Women realized instantly that L’Oréal’s waterproof mascaras are their ally when it comes to showing their emotions freely, in a live demo proved on themselves.

From 100 women that experienced it, the action spread on L’Oréal’s social media reaching 438,285 more mexican women. This created total awareness of L’Oréal’s waterproof mascaras amongst our core target in Mexico.