For better or worse, many new beauty launches are accompanied by scandal and to promote its Hypnôse Drama Mascara, Lancôme cleverly manufactured feel-good drama to amplify excitement around the product.
For the Silent Drama campaign, Lancôme tapped longtime friends and Giggly Squad hosts Hannah Berner and Paige DeSorbo. The Lipstick Lesbians—known for educating their TikTok audience about beauty product formulations, ingredients and components—began one of their videos as usual in Sephora, and shared a peek at drama happening in the background of the retail store. Captivated commenters quickly got invested but were left to speculate and lip-read to attempt to decode what they just witnessed.
In the latest episode of Giggly Squad, Berner and DeSorbo revealed that they were complimenting each other's lashes and "Hypnôse Drama's BFF," the all-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 of Lancôme US.
Silent Drama Campaigns
Lancôme's Hypnôse Drama Mascara Campaign Shares Smile-Boosting Secrets
Trend Themes
1. Feel-good Marketing Campaigns - Brands are embracing positive emotional engagement to create captivating and memorable marketing experiences.
2. Interactive Social Media Engagement - Innovative campaigns leverage interactivity on social platforms to spark curiosity and active viewer participation.
3. Retail Space Dramas - Creating staged, shareable moments within retail environments is becoming a unique way to draw attention and create viral content.
Industry Implications
1. Beauty and Cosmetics - The beauty industry is witnessing a shift towards marketing that intertwines product promotion with engaging narratives.
2. Social Media Marketing - Companies are increasingly utilizing social media to host interactive campaigns that encourage viewer speculation and participation.
3. Retail Innovation - Retail environments are being transformed into experiential spaces, blurring the lines between shopping and entertainment.