Delphine Consigny, Marketing Director at Maybelline UK, revealed that the aim of the video was to create a disruptive marketing campaign that would highlight their mascara. The response in the comments section has been overwhelmingly positive, with people expressing their interest in purchasing the product and praising the marketing team for their creativity. Lauren Chapman, who is also part of Maybelline’s marketing team, explains how the idea came to life and that they “were not expecting it to blow up like it did”.
The intention behind the video was to make viewers question whether the spectacle was genuine or fabricated, and it seems that many were convinced by the realistic portrayal. Maybelline collaborated with video artist Ian Padgham from California to produce the content. Fan fact – the artist created more content like this that wasn’t selected. See more of his astonishing CGI work here.
The objective was to create a fun and entertaining digital asset that would emphasise Britain’s No.1 Mascara. The success of the video exceeded their expectations, with viewers astounded by its artificial nature and labelling it as “genius marketing.”
Maybelline’s Sky High mascara has garnered significant attention since its launch, thanks in part to various viral moments. Priced at £11.99, it has gained praise from TikTok users as one of the best budget mascaras available.