Lancôme has unveiled Monsieur Big, a new carbon look mascara formulated to emulate the look of false eyelashes. The company has described mascara as the favourite make-up product of the millennial generation.
A new digital campaign includes ‘teasing’ videos which show model and Lancôme ambassadress Taylor Hill personifying the new mascara and inviting consumers to get to know Monsieur Big. The brand also produced tutorials demonstrating the difference between the new mascara and false eyelashes.
Pink-themed staging for the new product will roll out to airports across Europe. In addition, World Duty Free will showcase Monsieur Big at all its cash counters from this month.
At Paris Charles de Gaulle Airport, Lancôme staged its first ever make-up event in an exclusive partnership with Aelia Duty Free. Travellers were greeted by pink hearts and pink carpets, the pink logo of Monsieur Big and its tagline ‘It’s a match’ and giant screens introducing the new mascara. An app informing travellers of an exclusive Monsieur Big offer was sent to them before they entered the shopping area.
Described as ‘mega-effect, maxi-comfort’, Monsieur Big has a deep black, carbon look formulation intensified by light-catching pigments. The ‘instant volume’ formula is combined with a specially designed wavy brush.
