L’Oréal Paris celebrates iconic mascara with The Original campaign

By Lucy Tandon Copp 10-Mar-2017

Make-up brand gathers ‘trailblazing’ individuals to front campaign marking product’s 25-year success

L’Oréal Paris is celebrating the success of one of its hero colour cosmetics products – Voluminous Original Mascara.

To mark the success of the 25-year-old product, which is America’s top-selling mascara, the brand has launched a campaign called The Original featuring 11 women who it says have a “unique perspective on original style”.

The women include: Diane Keaton, Julianne Moore, Barbara Palvin, Soo Joo Park, Debbie Harry, Hari Nef, Dominique Babineaux, Katerina Tannenbam, Juanua Burga, Kiersey Clemons and Lauren Ezersky.

The Original campaign will air with an ad on television

Tim Coolican, President, L'Oréal Paris USA, said: “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 campaign will air on television, social media and in print in the coming months.

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Voluminous Original Mascara first launched in black, but a new blue shade is also available. The formula is prized for being clump-resistant and able to build the volume of lashes by up to five times.