The introduction of the SuperCurler Mascara

Rimmel London

The introduction of the SuperCurler Mascara

Every year Rimmel London surprises its fans with an innovative mascara. At the end of 2015, Rimmel London brought out the new SuperCurler Mascara; a mascara that renders an eyelash curler unnecessary. The mascara contains a formula that automatically curls eyelashes.

For this we devised an accessible campaign that was perfectly suited to the Dutch audience and fan base. From the global campaign, #ByeByeLashCurler was implemented in combination with the product’s USPs.

For the Dutch market, we made a translation of this in the form of a teaser video in which male model Matt called on Dutch consumers and Rimmel London fans to say goodbye to their eyelash curlers. By posting a photo of your eyelash curler online with the tag #byebyelashcurler, you put yourself in the running for a visit from Matt and a Rimmel London goody bag with the new 24H SuperCurler.


In addition to the teaser video, we strengthened the campaign with photo content and influencer marketing. The campaign reached a total of 2,012,405 Dutch consumers, 990 of whom placed a photo online of their eyelash curler. A total of 14 girlfriends, including some influencers, received a visit from Matt and a Rimmel London goody bag.


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