This week’s marketing moment has to be Maybelline’s most recent campaign, in which larger-than-life mascara wands were suspended from billboards at central locations like Tube stations and busy crossings in London and oversized eyelashes placed on Tube carriages and London buses. The novel and eye-catching spectacle advertising the Sky High mascara has since gone viral online in a testament to ‘weird’ and interactive marketing. Maybelline’s creative strategy has proven that a touch of novelty can capture attention and drive brand visibility.
This is not the first time that ‘weird’ or novel marketing has swept London, with notable examples being the Jaquemus “Le Bleu” pop up at Selfridges that included oversized toothpastes, designer bag vending machines and a swimming pool change room-themed installation or the Burberry floating meadow across the river Thames.
To me, these fashion and beauty campaigns go as far in terms of innovation and size to be considered installations and can’t help but remind me of the endless links between art, fashion and marketing.
I also cannot help but consider the factors that make London such a hub for viral, novel campaigns and an ideal physical landscape for out-of-the-box installations.
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Marketing by Melina 
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