ADD TO
FAVORITES!
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PROBLEM
Mascara is every woman’s staple cosmetic—widely used and just as frequently replaced. The product life cycle is short, and the category is in constant competition to introduce new innovations. Mature products lose popularity over time.
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SOLUTION
Rimmel is a cult brand with amazing mascaras — highly rated, much loved, but… often forgotten. We reminded consumers of their excellence by referencing the rave reviews they’ve amassed online over the years.
IDEA
“Add to Favorites” and a flickering heart—an e-commerce tool, a sign of approval on social media, and an attention-grabbing, easily decoded symbol in digital communication. A cross-product campaign that lets you pick your favorite from Rimmel’s iconic mascaras and mark it in a simple, intuitive way.
Ola Łomsza
SENIORITA COPYWRITER
CREATIVE
What do social media and visiting a beauty store have in common? Quite a lot. In both cases, with just one simple action, we add our favorites—the things that suit us best. Choose your favorite mascaras from a sea of options, mark them with a heart, and tuck them into your makeup bag or your digital “favorites” folder.
Ola Łomsza
SENIORITA COPYWRITER
RISING STARS IN VIDEO FOR THE BRAND
Invited finalists of the Rising Stars competition appeared in original video content, each showcasing their favorite mascara along with an outfit that perfectly matched its personality.
