Advertising agency McCann Mexico used theater and tears to create a L'Oreal mascara ad aimed at urging women to try out waterproof mascara from the makeup brand.
A copy of the L'Oreal mascara ad posted on YouTube showed the cosmetics company inviting 100 women to watch a movie which title the advertising agency did not reveal in the video. The women had their makeup done by L'Oreal Paris beauty staff who used waterproof mascara for the women. Their photos were then taken wearing the makeup before entering the cinema.
"Women like to express their emotions, but they also like when expressing their emotions doesn't show," the L'Oreal mascara ad said in the video text.
With some of the women clutching drinks in cups, they went into the theater to see the unnamed movie which was an emotional romantic flick. The L'Oreal mascara ad showed the women sobbing from the movie's storyline.
"They saw a movie, but not any movie," the ad said. "The romantic story of an impossible love. An impossible love in a ship that sinks after hitting an iceberg."
But the main point of the ad was not about the women crying, it was to show the viewers that the L'Oreal waterproof mascara seemed to prevent makeup disaster after women shedding tears. Their photo was taken again after the movie.
The L'Oreal mascara ad also tried to inject jokes by saying the 195-minute long movie had women crying for approximately 162 minutes. The other funny part was the decision not to mention the name of the film, which AdWeek.com believed was a simple rights issue.
L'Oreal Paris described the product as gliding on smoothly and lasts all day, while thickening and separating every lash for "clump-free, smudge-free look."
The cosmetics company is a total beauty care company that uses advanced technology for the luxury market. It is notable for having several internationally distributed products for both men and women.
"As the biggest beauty brand in the world, L'Oréal Paris has an unparalleled commitment to technology, research and innovation, providing groundbreaking, high-quality products for women, men, and children of all ages and ethnicities," the company website said.
