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Lancôme Grandiôse

Lancôme Grandiôse

Start bending the rules of mascara.

 
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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.

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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.