Lancôme has launched a new campaign to promote its Hypnôse Drama Mascara, focusing on a playful, tongue-in-cheek approach to marketing. The campaign turns traditional drama into something lighthearted and positive, centering around a staged gossip session between friends Hannah Berner and Paige DeSorbo. Known for their podcast “Giggly Squad,” the duo engages in a seemingly intense conversation at an Ulta Beauty store in New York City. The silent video of the interaction, which circulated online, sparked speculation and led lip readers to try decoding their conversation.
However, the supposed drama was nothing more than a clever ruse. On their podcast, Berner and DeSorbo revealed that they were actually exchanging compliments and beauty tips, with the focus of their conversation being the Hypnôse Drama Mascara and Lancôme’s new Lip Idôle Butterglow. The campaign’s concept is designed to transform the idea of drama from something negative into a positive celebration of beauty, aligning with Lancôme’s brand message of happiness.
Ramzy Burns, General Manager of Lancôme US, emphasized that the campaign was created to bring a smile to people’s faces by highlighting the kind of drama that is enjoyable and uplifting. Berner and DeSorbo’s playful interaction embodies the qualities Lancôme associates with its customers: confidence, wit, and a willingness to share beauty secrets.
To further support the campaign, Lancôme partnered with a group of influencers known for their presence in gossip and beauty circles. This includes The Lipstick Lesbians, DeuxMoi, and others, who contributed to the campaign’s reach and engagement across social media platforms.