UNLOCK YOUR WONDER
Wonder'lux Mascara+Wonder Proof Liners
Wonder'lux Mascara is a new mascara by Rimmel, that was launched with 6 colored eyeliners, Wonder Proof Liners.
Working closely with the Google team, we found that besides Beauty audience, we have other types of audience that deserved our attention, the most interesting one of them was (video gamers), so we decided to create a concept that's relevant to our audience, the video gamers.
Working closely with the Google team, we found that besides Beauty audience, we have other types of audience that deserved our attention, the most interesting one of them was (video gamers), so we decided to create a concept that's relevant to our audience, the video gamers.
We created our own concept and direction for this launch, we didn't follow the Wonder'Lux global campaign as we needed to create our own content to be able to test the youtube learnings on our audience in the region.
Starting from that, our campaign's face, Fatma Almomen, a very famous influencer in the region, successfully implemented a super hero, inspired from the attractive female heroes in popular movies and video games.
Out of the 6 liners that were launched with the mascara, we created 3 makeup looks that represented 3 super powers, we came up with these super powers inspired from the brand's identity and the main cause that it stands for, Woman empowerment.
we called these looks/powers: Say No - Live The Moment - Be Heard
we called these looks/powers: Say No - Live The Moment - Be Heard
The set up was built to reflect the new look of the mascara (pink Metallic), the makeup was very subtle so all the focus is on the lashes and the eye makeup look
Fatma was directed to give the attitude of a confident super hero, without compromising the look of the attractive Arabic woman.
We launched the first Video highlighting the mascara and its benefits, and we ended on presenting the 6 liners inviting the viewer to "Choose their Power"
from that we directed the Mascara video to land on 6 second videos/cut-downs of each look/ power.
from that we directed the Mascara video to land on 6 second videos/cut-downs of each look/ power.
Unlock your Wonder | Wonder'Lux | Choose your power
In the second phase of the campaign, we launched a video to highlight the mascara along with the 6 liners and the 6 powers.
WOnder'Lux | WonderProof Liners | Super Powers
Key Visual | Following Rimmel KV standards
Key Visual
On different social media platforms, we pushed the three looks using the 6 liners, along with the super powers names, tweaking the assets to suit each platform (GIFs, Stills, Stories, videos & Photos..)
IN-STORE WINDOW MOCKUP AT LIFESTYLE
