Lashes speak volumes in L’Oréal Paris’ new campaign celebrating the brand’s iconic Voluminous Original Mascara. Called “The Original,” the campaign brings together a diverse range of talent – from L’Oréal Paris spokeswomen, actresses Diane Keaton, Julianne Moore, and models Barbara Palvin and Soo Joo Park to Blondie frontwoman Debbie Harry and transgender model and trans rights activist Hari Nef. All personalities featured have a unique perspective on original style, breaking rules and staying true to themselves. The first piece of the “The Original” integrated campaign will air as a television commercial beginning today across networks.
“We are excited to bring together trailblazing individuals in celebration of the mascara that women have loved for over 25 years. They each embody the essence of Voluminous Mascara – originals who continue to be fresh, creative and confident,” says Tim Coolican, President, L’Oréal Paris USA. “With this campaign, we want to encourage everyone to embrace their originality, take chances and make a statement, whether they have used Voluminous Mascara for years or are discovering it for the first time.”
“The Original” showcases subjects across a wide range of ages, backgrounds, industries and experiences, all with varying points of view on what makes an original. The talent come together to demonstrate the power of the eyes in seeing the world and making a mark. In addition to Diane Keaton, Julianne Moore, Barbara Palvin, Soo Joo Park, Debbie Harry and Hari Nef, models Dominique Babineaux, Katerina Tannenbam, Juanua Burga, up-and-coming actress Kiersey Clemons and television host Lauren Ezersky star in the campaign.
The creative highlights both the mascara’s iconic Original Black and bold, new Blue shades. Voluminous Mascaras is America’s #1 selling mascara, beloved by celebrities, makeup artists and real women alike. It is uniquely formulated to separate lashes, resist clumping and build volume up to 5X their natural thickness. The campaign premieres on television this week and will live on social, digital and in print media in the following months.