Lancôme Paris is a world-renowned cosmetics and fragrance brand. The Lancôme brand is associated with elegance, femininity and female empowerment. Famous muses such as Julia Roberts and Kate Winslet embody Lancôme’s glamorous, sophisticated image.
Lancôme Paris offers a revolutionary new mascara: Grandiose. A double target had to be met, since it was used both in corporate and in-house content during the product launch, and on sales surfaces nationwide.
The sonic territory we’ve settled into is akin to Berlin cold wave, served up by the female voice of international band Caspian Pool. Embodying this femininity, this voice, at once sensual and robotic, represents the target.
The product launch was remarkable both for the penetration rate of this new product in the mascara market and for the enthusiasm generated among the sales force.
Music was also used at Lancôme’s annual convention as a jingle and soundtrack.