Lancôme has launched a new comedic campaign to celebrate its new Hypnôse Drama Mascara. The Silent Drama Campaign is a playful spin on a gossip session between Giggly Squad co-hosts and longtime friends Hannah Berner and Paige DeSorbo.
Hypnôse Drama is Lancome’s newest and “most volumizing” mascara that combines beauty and confidence for a “long-lasting impact.”
Flipping the script on reality drama, the Silent Drama campaign was designed to spill the tea on the brand’s new products. In the campaign, Lancôme highlights the positive by disguising compliments and beauty tips as a heated, dramatic exchange between longtime friends.
Ramzy Burns, General Manager Lancôme US, said,
“In a world often filled with unnecessary and negative drama, we chose to amplify the drama that makes you smile. The ‘Giggly Squad’ duo embodies the Lancôme woman – confident, witty, chic, and always ready to share beauty secrets. Their silent drama turned friendly banter perfectly captures our philosophy of creating positive beauty and spreading happiness.”
As well as partnering with Berner and DeSorbo, the campaign was supported by a roster of beauty influencers, including The Lipstick Lesbians, DeuxMoi, Cyrus Veyssi, GirlBossTown, Boman Martinez-Reid, Jackie Gonzalez, and more.
Hypnôse Drama is Lancome’s newest and “most volumizing” mascara that combines beauty and confidence for a “long-lasting impact.”
Flipping the script on reality drama, the Silent Drama campaign was designed to spill the tea on the brand’s new products. In the campaign, Lancôme highlights the positive by disguising compliments and beauty tips as a heated, dramatic exchange between longtime friends.
Ramzy Burns, General Manager Lancôme US, said,
“In a world often filled with unnecessary and negative drama, we chose to amplify the drama that makes you smile. The ‘Giggly Squad’ duo embodies the Lancôme woman – confident, witty, chic, and always ready to share beauty secrets. Their silent drama turned friendly banter perfectly captures our philosophy of creating positive beauty and spreading happiness.”
As well as partnering with Berner and DeSorbo, the campaign was supported by a roster of beauty influencers, including The Lipstick Lesbians, DeuxMoi, Cyrus Veyssi, GirlBossTown, Boman Martinez-Reid, Jackie Gonzalez, and more.
@thelipsticklesbians #LancomePartner We’re back at @Ulta Beauty, y’all! What caught my eye most during this trip was @Lancôme’s new Hypnôse Drama mascara, for two main reasons: its incredible S-curved brush and its insane ability to give you that wow volume thanks to the brush’s fibers! We also caught some extra drama on camera during this review…oops @Paige DeSorbo @Hannah Berner They also launched their new Lip Idôle balm, an instant classic imho. I got to swatch her and can’t get enough—definitely a super wearable, everyday staple. Who else is excited for these launches from Lancôme? Clearly I am! #lancomehaul #thelipsticklesbians #makeup #lipidole #hypnosedrama ♬ original sound – The Lipstick Lesbians
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