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The promotion is for the brand’s new Hypnôse Drama mascara.
August 13, 2024
By: Lianna Albrizio
To celebrate the launch of its new Hypnôse Drama Mascara, Lancôme is turning the volume down on drama and up on lashes. The tongue-in-cheek campaign is a playful spin on a gossip session between “Giggly Squad” podcast hosts 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 says it’s highlighting the positive by disguising compliments and beauty tips as a dramatic exchange in a New York City Ulta Beauty store between the longtime friends. Flipping the script on reality drama, the campaign was designed to spill the tea on the brand’s new products.
The drama was all in their lashes; the only thing to be decoded on their lips was Hypnôse Drama’s BFF, new Lip Idôle Butterglow. Hypnôse Drama, Lancôme’s new volumizing mascara, creates “long-lasting impact,” according to the brand.
“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 roster of beauty influencers, including The Lipstick Lesbians, DeuxMoi, Cyrus Veyssi, GirlBossTown, Boman Martinez-Reid, Jackie Gonzalez and more.
Hypnôse Drama Mascara is available at Ulta Beauty stores, Lancome-USA.com and wherever Lancôme is sold.
Check out a clip of the hullabaloo at Ulta here:
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