Start bending the rules of mascara.
For the launch of Lancôme's new angled wand mascara, we created a campaign asking fans to #startbending the rules of mascara.
During the teaser phase, a series of provocative, wince inducing Instagrams—shot/styled/modeled in-house ahem—showed off various ways people have tried (and failed) to improve their lashes.
At launch, we recruited beauty bloggers to help us bend the rules of Instagram by creating the first-ever collaborative mosaic.
It worked: Grandiôse was the biggest Lancôme product launch that year, with the all-time highest overall market share of any No. 1 product in the category. And aw look—it's taking a bow.