In the beauty industry, new products launch every day, but only those that offer something more than just another addition to the shelf manage to hold attention—an emotion, a sensation, or an unseen solution. While preparing for the launch of a new mascara at the end of 2023, together with L’Oréal Paris we had to overcome two barriers: aggressive competitor pricing and declining interest among the 18–34 audience.

The strategic goal of the campaign was to secure a position among the top three most popular mascaras in the Baltic market, while simultaneously reconnecting with younger consumers by refreshing the brand’s image in their eyes.

After conducting a competitor analysis for L’Oréal Paris, we realized that most beauty brands typically rely on isolated, short-term influencer activations—standard posts or a mix of posts and Stories. L’Oréal Paris set an ambitious brief for us, so we decided to take an extra step and develop an integrated, multi-stage product launch campaign that brought together influencers across the Baltic states, physical experiences, and additional communication channels.

The campaign’s creative direction was rooted in L’Oréal Paris’ core values and the context of Valentine’s Day—self-love, confidence, and inner strength. This is how “Panorama – a love story” was born.

The first stage of the campaign launched in February with events in Lithuania, Latvia, and Estonia, attended by more than 100 influencers and media representatives. The warm, emotional atmosphere and the opportunity to be among the first to try the product on-site encouraged organic content sharing across social media.

This emotional foundation became a strong base for the main campaign communication that followed in March. It consisted of 48 paid social media partnerships and product seeding to 70 content creators on Instagram and TikTok. The selected influencers consistently speak about confidence and self-care on their channels, making their posts and Stories feel like a personal invitation to pause and remember that self-love begins with small, everyday choices.

This Parisian-inspired campaign was further enhanced by a physical activation at the Panorama shopping center in Vilnius, allowing the love story to step beyond screens and into real life.

During the campaign, more than 550 pieces of content were generated, and the overall communication reached 1.45 million unique users across Lithuania, Latvia, and Estonia. Paid content alone reached 243,000 users and achieved a 2.75% engagement rate—exceeding the market average and proving that a well-executed romantic communication approach can also deliver strong results.

Just one month after the campaign launch, Panorama became the #2 most popular mascara in Lithuania and #3 in Latvia and Estonia, capturing a 9.6% market share and maintaining strong positions across the region throughout the year.

The campaign was also nominated at the Password 2025 Awards in the Best Large-Budget Product Launch Effectiveness category.