PARADISE BIG DEAL MASCARA LAUNCH

PARADISE BIG DEAL MASCARA LAUNCH

PARADISE BIG DEAL MASCARA LAUNCH

The Ask

The Ask

Create an Iconic Beauty Moment in NYC Integrating Retail Conversion

Create an Iconic Beauty Moment in NYC Integrating Retail Conversion

The Idea

The Idea

A High-Energy, Immersive Beauty Experience Featuring Real Time Lash Transformations and Big Deal Moments in Times Square

A High-Energy, Immersive Beauty Experience Featuring Real Time Lash Transformations and Big Deal Moments in Times Square

The Need

The Need

Maximize Brand Visibility

Drive Consumer Engagement

The Solution

The Solution

Times Square Activation & Billboard Takeover

Multi-Touchpoint Experience

17:48

17:48

AVERAGE DWELL TIME

AVERAGE DWELL TIME

17:48

AVERAGE DWELL TIME

18.6M

18.6M

SOCIAL REACH

SOCIAL REACH

18.6M

SOCIAL REACH

28K+

28K+

FOOTPRINT VISIBILITY

FOOTPRINT VISIBILITY

28K+

FOOTPRINT VISIBILITY

The Challenge

THE CHALLENGE

L'Oréal Paris sought to create an unforgettable launch experience for its new Big Deal Mascara by transforming Times Square into a fully immersive brand showcase. The challenge was to integrate a high-energy, interactive activation in a bustling location while maintaining a luxurious, on-brand aesthetic. The event needed to captivate beauty lovers, generate social buzz, and drive retail conversion, all within a seamless and visually striking environment.

Impactful Fabrication & Branding

Impactful Fabrication & Branding

Impactful Fabrication & Branding

Product Sampling & Giveaways

Product Sampling & Giveaways

High Visibility Times Square Billboard

High Visibility Times Square Billboard

Dedicated Influencer Content Shoot

Dedicated Influencer Content Shoot

Lash Transformation Studio

Lash Transformation Studio

UGC Playground

UGC Playground

The Results

The Results

The Big Deal Mascara launch in Times Square delivered a highly successful experiential activation, blending beauty, technology, and social amplification. The event drew thousands of attendees, generating widespread OOH exposure and digital engagement. A surge in social shares and earned media amplified the campaign’s reach, while the integration of live billboard moments and VIP experiences strengthened consumer connection. The Ulta partnership successfully converted excitement into direct sales, driving both in-store and online traffic for Big Deal Mascara.

  • VIEW MORE WORK -

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