AR Instagram Filter
Mass Market Makeup Campaign
This augmented reality Instagram filter was created for the Smile With Your Eyes campaign, the first L'Oréal's Mass Market makeup brands whole campaign in Portugal.
After the first lockdown period in 2020, there was an urge to remind people about the importance of personal caring and self-love. With the dependency of the masks, we started smiling with our eyes. The main goal was to show customers the best way to "smile your eyes" using their favourite makeup.
Engaging
the
community
⌃ click
The campaign covered the brands L'Oréal Paris Makeup, Maybelline NY and NYX PMU.
It was a marketing activation with promotions and store activations, digital media content and ads, e-commerce landing pages and promotions online, a massive influencer marketing activation and TV commercials.
The AR filter was created to engage the community with the campaign's main theme: smile with your eyes.
Since the brands have three different branding and market languages, there was a need to create a look that fits each one.
A classic beauty for L'Oréal Paris, urban and trendy for Maybelline NY and Gen-Z friendly with a pop of colour for NYX.
With each look, the user could see how it looks on themselves and can find the right products to achieve it.
My role as the Digital Brand Manager:
Creative idea and concept;
Art direction of the look for each brand;
Management of the filter creation on AR Spark by the creative agency designer and final approval;
Local website landing pages;
Digital strategy to spread the innovation: the filter was shared with the PR team and the chosen influencers; the filter was uploaded to the L'Oréal Portugal official Instagram page and was also required from NYX France to implement in their country.
The influencers shared the filter and the campaign products with the hashtag #osolhossorriemcommakeup which generated thousands of shares and views.
