To celebrate the launch of the new Hypnôse Drama Mascara, Lancôme is turning the volume down on drama and up on lashes. The tongue in cheek campaign, rooted in comedy and speculation, is a playful spin on a gossip session between longtime friends Hannah Berner and Paige DeSorbo, filled with dramatic dialogue and lip readers to fuel the rumor mill.
Building upon the brand’s message of happiness, Lancôme is highlighting the positive by disguising compliments and beauty tips as a heated, dramatic exchange between the longtime friends. But there’s no real drama here, except on their lashes! Flipping the script on reality drama, the campaign was designed to spill the tea on the brand’s new products, because Hypnôse Drama Mascara is the best kind of drama and one too good to keep secret.
Rumors started swirling when the co-hosts of the top-ranking podcast “Giggly Squad,” were spotted by The Lipstick Lesbians having a dramatic conversation in a New York City Ulta Beauty store. More riveting than reality TV, the leaked videos were silent, leaving the internet to speculate about the gossip and lip readers to attempt to decode the drama. In an unexpected and positive twist, the pair revealed on the latest episode of “Giggly Squad” that they were actually complimenting each other’s makeup. The drama was all in their lashes and the only thing to be decoded on their lips was Hypnôse Drama’s BFF, new Lip Idôle Butterglow.
“In a world often filled with unnecessary and negative drama, we chose to amplify the drama that makes you smile,” said Ramzy Burns, General Manager Lancôme US. “The ‘Giggly Squad’ duo embodies the Lancôme woman – confident, witty, chic, and always ready to share beauty secrets. Their silent drama turned friendly banter perfectly captures our philosophy of creating positive beauty and spreading happiness.”
In addition to partnering with Berner and DeSorbo, the campaign was supported by a robust roster of gossip and beauty influencers, including The Lipstick Lesbians, DeuxMoi, Cyrus Veyssi, GirlBossTown, Boman Martinez-Reid, Jackie Gonzalez and more.
Hypnôse Drama, Lancome’s newest and most volumizing mascara, combines beauty and confidence for long-lasting impact. Hypnôse Drama Mascara is available at Ulta Beauty Stores, Lancome-USA.com and wherever Lancôme is sold. For more beauty secrets and product information, visit Lancome-USA.com.
