EYE WANT YOU MASCARA LAUNCH
Explore the pieces of Westman Atelier's Eye Want You Mascara launch, where each lash becomes a captivating story that highlights the mascara's beauty.
Campaign Period
09.2023-10.2023
Key Messaging
New launch mascara elevates the gaze to new heights
... something went viral
Caption:
Effortlessly amplified: take your lashes from everyday natural to full and fluttery with just a few swipes. 😍
Jadi wears:
✨ Eye Want You Mascara in Le Brun Clean
✨ Eye Love You Eye Pencil
✨ Lip Suede: Les Rouges in Fuchsia
NEW Eye Want You Mascara available now in two shades to choose from on Westman Atelier.com.
#WestmanAtelier #EyeWantYou
THE THOUGHT BEHIND THE CONTENT
The strategic approach focused on creating a concise yet impactful message. The use of the phrase 'Effortlessly amplified' aims to convey ease and effectiveness, appealing to the audience's desire for simplicity in makeup application. The specific product mentions provide product details for informed decision-making. Incorporating emojis adds a touch of enthusiasm and relatability. The mention of the new mascara shades and availability encourages immediate action and engagement. Relevant hashtags aim to enhance brand visibility and connect with the target audience interested in eye-enhancing products.
Caption:
Introducing Eye Want You Mascara—the endlessly buildable mascara that lengthens, defines, and volumizes in two shades to choose from, Clean Black and Le Brun Clean.
Take your lashes from everyday natural to full and fluttery with just a few swipes.
No clumping. No flaking. No transferring.
Eyes amplified—any way you swipe it. Available only on Westman-Atelier.com.
#WestmanAtelier #EyeWantYou
ABOUT BRAND VOICE
When tailoring the caption, the approach focused on aligning with WS's brand voice. The emphasis on the use of descriptive terms reflects the brand's commitment to quality and innovation. Phrases 'No clumping. No flaking. No transferring.' reinforce the dedication to delivering high-performance products. The mention of 'Eyes amplified—any way you swipe it' adds a playful touch, connecting with the brand's modern and chic persona. By highlighting product features and benefits in a concise and sophisticated manner, the caption resonates with the sophisticated and discerning audience of WA. The exclusive availability 'only on Westman-Atelier.com' reinforces focus on direct consumer engagement and premium offerings. Relevant hashtags maintain consistency with ongoing campaign themes."
Caption:
Eye spy with my little eye...a NEW addition to your routine. 👀
The approach was strategically designed with specific engagement goals in mind. The use of 'Eye spy' creates intrigue and prompts curiosity that aligns with the visual, encouraging followers to actively participate in discovering the new addition. The inclusion of the eye emoji further directs attention to the product, fostering a visual connection. The phrase 'a NEW addition to your routine' sparks interest and implies a valuable enhancement, driving engagement through the anticipation of something fresh. The caption is intentionally crafted to elicit responses, encouraging followers to interact by sharing their thoughts and building a sense of community around the brand.
ILLUSTRATE THE ENGAGEMENT GOAL
Above posts created during the launch month sparked great discussions, with the highest number of shares and mentions across IG stories.
ENRICHED CAMPAIGN WITH INFLUENCERS
The social media presence comprises collaborations with makeup artists, and the content is curated around the imagery of the mascara, aiming to convey professionalism and versatility. The primary objective of this presence is to enhance awareness for the new product. Four assets are created by me during this launch.
click to see the original content...
ENDORSED BY CEO: @gucciwestman
Caption:
Today, Gucci reveals the inspiration behind Eye Want You mascara’s ultra-buildable formula—and how to go from ‘fresh & fluttery’ to ‘big night out’ lashes in a few swipes. ❤️ Link in bio to the full tutorial!
#WestmanAtelier #EyeWantYou
With an reach of 136k, it achieved the second-highest awareness during the launch period.
IG STORIES HIGHLIGHT
