Miss Baby Roll

Miss Baby Roll

Miss Baby Roll mascara, 14 influencers a film crew and a pink house in Essex. It can only mean one thing. Bye-bye boring lashes and hello #curlsquad

The brief from L’Oreal was to create content that would deliver the brand proposition of Miss Baby Roll mascara and address consumer lash concerns. Straight lashes, thin lashes, boring lashes or panda eyes – all can be overcome with the Miss Baby Roll range of mascara’s.


Our team helped set up the 2 day event at Eaton House in Essex, where with the 14 influencers called the #curlsquad, would allow us to shoot the content. The rooms in the house were decked out with fun props so the influencers could also create their own content to share with their millions of followers.

Beyond the event we developed gifting ideas, in-store executions and online content all achieving over and above expected exposure for the launch.

Our in-house team created a great deal of content like  GiF’s that we posted on the day of launch creating millions of impressions.

The event provided the perfect opportunity to create personalised content for each of the influencers.

The Miss Baby Roll positioning was all about girly fun so we created an environment that very much reflected this.

The team working in some tight and (very pink!) spaces on location. We had a special 2 way mirror made so the influencers could see themselves as we recorded them.

Experiential ideas developed for a UK roll out.

Point-of-sale and instore theatre designed specifically for launches in retailers.