Covergirl Lashblast (Integrated)


We all have our go-to products. As the best-selling drug-store mascara, Covergirl Lashblast is a go-to for many people. We decided to use the popular mascara brand as a means to empower and inspire beauty lovers to do more than their norm.

Forget Wishes

Eyelash wishes are a sham. Covergirl LashBlast mascara doesn’t waste time wishing on eyelashes. It makes yours look their best so you can paint your reality confidently. Covergirl Lashblast Mascara is putting an end to eyelash wishes. Put your mascara on. Start creating.

Stop Wishes (Social)

The monotony of the same ole’ social media posts can leave us feeling rather uninspired. Covergirl Lashblast wanted to get people sharing not only insights into their current reality, but the one they wanted to create. This led to the limited time Save the Lashes event.

Save the Lashes was an 11 day social media event in November, timed to align with the numbers commonly wished upon, 11:11. Lashblast asked Instagram users to pledge a social contract promising to work toward creating the reality they wanted to see, instead of wishing for it, by posting on social media using #stopwishing.

As an incentive to share, Covergirl sent a coupon to receive a free gift with the next purchase of Lashblast to those who shared using the trending #stopwishing. The coupon would redeem a one of a kind Lashblast journal to help people stay on track to creating the reality they want.

Social Launch IG Post Mock-Gift DM

Write Wishes (Product Integration)

While people were putting and end to wishing online, they were also writing plans to accomplish their goals in the Save the Lashes notebooks they received from participating in the event.

Keep Fighting Wishes (Print)

After the event came to a close, Lashblast continued the fight to end wishes with print spreads in popular beauty magazines and out-of-home placements year-round.


Writer: Julia Dumas, Art Director: Alec Chelaine