L’Oréal put its waterproof mascara to the ultimate test when it invited 100 women to participate in a cinematic before-and-after experiment.
Each woman was given a full L’Oréal makeover, complete with the brand’s waterproof mascara, and subsequently photographed. They were then challenged to sit through a showing of the Titanic without ruining their makeup. After an inevitably teary 195 minutes the women were rephotographed. A comparison of the before-and-after photos revealed their makeup had passed the test. L’Oréal’s stunt creatively induced trial among 100 women, while entertaining participants and proving the staying power of its mascara, making this experiment a total success.