Lancôme aimed to strengthen brand relevance and reinforce its position as the leading mascara brand across the Nordics. To support this objective, we developed a campaign centred around the brand's hero mascaras: the Mascara Wardrobe. Five mascaras. Five personalities. Five models. Each brought a distinct product benefit to life through a clean, contemporary Nordic aesthetic, creating a more locally relevant expression of the brand and moving away from Lancôme's traditional black-and-gold visual universe. We introduced the clean girl, the cool girl, the classy girl, the full glam girl, and the bold girl. (see BEFORE & AFTER below). 

I worked closely with the art director to bring our Nordic take to life, from personas, to styling to set design. I developed the campaign tagline, "Dress Your Lashes in Lancôme," alongside the supporting line, "An Iconic Mascara for Every Mood," and wrote copy across OOH, print, e-commerce and social media. The campaign was one of Lancôme Nordic's strongest-performing campaigns of the year and attracted recognition from the global team at Paris HQ.