Charlotte Tilbury needed a new print concept to coincide with the launch of a campaign focusing on their ‘Hollywood’ lash effect mascara. They wanted the project to display images that really showcase the effect of the mascara through “before and after” photographs.
The biggest challenge was to deliver a printed piece that would sit comfortably on a department store counter top as this is where customers mostly interact with the products before purchasing. The piece needed to have full impact without taking up a huge amount of space whilst remaining clear and concise. Through working collaboratively with the client, we explored various solutions and after several trials we concluded that two layered lenticulars would achieve the outcome we were looking for.
We advised on what kind of artwork to use for the maximum impact, that being an image that was similar in both layers yet showcasing the ‘before and after’ effect clearly.
From initial discussions on artwork and approval, the job was printed and distributed across all UK department stores within 10 days. The client was delighted with the end result and as a result has decided that a new, personalised approach suited to each particular product will be taken with every launch of future products, making them individual and unique to previous campaigns.
The campaign has been so widely supported that it has even made its way to the desk of Charlotte herself, with her challenge to the marketing team to ensure that every future product launch is just as great!