McCann Tests L’Oréal's Mascara at the Movies

McCann’s latest campaign for L’Oréal tests the durability of its waterproof mascaras. The brand invited 100 women to a screening of an emotional film while wearing L’Oréal’s waterproof mascara and after crying through the touching scenes their make-up remained in place.

Mexican director David ‘Leche’ Ruiz decided to treat the 100 women to a makeover using branded L’Oréal products. After a quick snapshot, the women are then sent to the cinema to watch a movie.

But the film is an emotive tearjerker about an impossible love – which the ad predicts caused 162 minutes of tears.

The beauty experiment comes to a head as the women are snapped leaving the cinema – and surprisingly, their make-up is still intact despite the teary interim.

The case film closes on the punch line: ‘Because L’Oréal’s waterproof mascaras resist a goodbye’ reassuring participants that despite their emotions, their make-up will keep them looking fresh and beautiful – no need to fear showing your emotions in public then!