Make Up For Ever drove awareness & sales for the launch of Rouge Artist Lipstick range through multi-format


ad awareness

multi ad product exposure


action Intent

multi ad product exposure


brand favorability

through Lens exposure

The Story

For the launch of their new Rouge Artist Lipstick range, Make Up For Ever partnered with Snap Inc. in a multi-format approach to leverage AR and video formats. Their bold and diverse lipstick collection was reflected in their creative and used as inspiration across the campaign. The main objective was to drive awareness and excitement around the new range and ultimately trigger footfall to store, and we did just that!

The Solution: Online to Offline AR and Video Ads

In a full funnel approach, we drove awareness of the new lipstick range using an AR product trial lens allowing Snapchatters to transform into different personalities depending on the color range these chose. Users were able to redeem a free gift in-store upon presenting their Snap. Make Up For Ever also launched video ads featuring a diverse and edgy pool of local influencers, using the product and giving their point of view on the range which increased consideration with our audience. In parallel, another ad ran prompting the user to ‘Try it now’ leading to conversion on their website.

The Results

In UAE and Kuwait, this holistic, multi-format approach drove huge success! Having particular impact in memorability, with an astonishing +18pp1 increase in ad awareness; and purchase intent with a +8pp1 lift. Individually, the lens delivered remarkable results of +9pp1 lift in action intent and +9pp1 in brand favourability, showing the brand’s success in engaging users. In Saudi Arabia, exposure to the lens resulted in a cost effective $0.362 cost per influenced person. This success also translated into footfall to Sephora Stores as the Lens converted >1.2K3 Sephora customers offline!

"In the midst of a global pandemic, social distancing & mask wearing we have boldly introduced our NEW ROUGE ARTIST lipstick to the market. It was our opportunity to stage the new image and identity while establishing a new pillar on lips category. The 360 activation including the Snapchat gamified Lens experience contributed to a sellout growth of +43% YOY at Sephora & +116% growth on the lips category.”
- MAKE UP FOR EVER Middle East team | LVMH, Dubai, UAE

1 Kantar brand lift survey of UAE & KWT Snapchat users September 16th 2020 - October 21st, 2020. Control n=475 Exposed n=615
2 Snap Inc. Multi Cell brand lift survey of Saudi Arabia Snapchat users September 16th 2020 - October 21st, 2020. Control n=975 Exposed n=998
3 Make Up For Ever | LVMH internal data , December 2020