CLIENT: YSL BEAUTY
SERVICES: CREATIVE DIRECTION, CREATIVE STRATEGY
YEAR: 2022
YSL Beauty heralds the debut of Lash Clash Mascara with an electrifying musical showdown. Renowned talents from the community, such as Ari Lennox, Sabrina Carpenter, Bella Poarch, Tommy Dorfman, Coco & Breezy, have been specially invited to participate in a series of virtual lipsync performances.
After launching the campaign, we sparked a TikTok sensation with the 'Pass the Mascara' challenge, which quickly led to the creation of numerous viral videos initiated by the enthusiastic YSL community.
