Lancôme set out to strengthen brand relevance and claim the No. 1 position in the mascara category across the Nordics. To do this, we created a locally produced campaign centred around the brand’s pillar mascaras. We turned a simple working title—“Mascara Wardrobe”—into a full campaign platform. Five mascaras. Five personalities. Five models. Each expressing a distinct benefit through a clean, contemporary Nordic lens. I created the tagline “Dress your lashes in Lancôme” and the supporting tag “An iconic mascara for every mood,” and wrote all copy across OOH, print, eCom and SoMe. The campaign was a huge success which also garnered attention from Paris HQ.