Maximize Brand Visibility
Drive Consumer Engagement
Times Square Activation & Billboard Takeover
Multi-Touchpoint Experience
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.
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.
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