Carat Takes Home 2015 MFA Award with L'Oreal Paris
Carat Australia picked up a win at the MFA Awards with campaign for L'Oreal Paris 'Looking Fly With A Winged Eye' in the Clothing/Cosmetics and Retail category.
For L’Oréal Paris (LOP) to take complete ownership of the ‘winged eye’ look in the Australian market. If it could own the look, it could also own the associated sales opportunity, with the launch of two new products, False Lash Butterfly Wings mascara and Superliner Blackbuster eyeliner. The challenge was to break the buying habit of style-savvy women aged 18-39 from buying only on promotion.
In the first week of media activity, LOP Butterfly Wings was the #1 mascara (Priceline), smashing the one-month benchmark. The mascara and liner were the #1 make-up product in Priceline during the period, doubling Carat’s ambitious sales targets, making Blackbuster Eyeliner the #1 liner launch on record. The video was viewed 602,807 times and was among the Top 10 Most Watched videos on YouTube in 2014 (w/c 28 April). By engaging media early, Carat was able to garner editorial support to the value of over $300,000.
The judges commented that 'in a tough market, the agency demonstrated a brave approach to own a category trend. The results were beyond client and industry expectations; importantly this approach has also set them up for long terms success'.