Maybelline ART DIRECTION, CONCEPT Maybelline were launching their new Unstoppable mascara and wanted a presence in the online space. The idea was to get women to rally together to ‘Say Yes To Longer Lashes’. Tongue in cheek, we asked women to ditch their old mascaras and short lashes and join the Unstoppable revolution. The microsite encouraged women to share their stories and experiences by uploading before and after photographs of themselves. Users could take a pledge against short lashes, join the Facebook cause and help raise awareness for the movement to win prizes. In line with the tone and manner, the design was kept feminine while exuding boldness and strength.
eDMs were styled like revolutionary posters, calling out for women to take a stand against short lashes. Banners carried the same empowering message. The microsite offered both product information as well as an outlet for women to share their stories. Users could receive a free trial by taking the pledge and registering their support for the movement.