the situation  

Sky High went viral and suddenly the market was flooded with copycats. We needed to reclaim our crown as the lash lengthening authority. 

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the insight

Young people today aren't settling for the limits they're born with. 

 

the strategy

Show that Sky High lets you defy the natural limits of your lash length. 

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the idea  

We took Sky High to new heights. Winnie Harlow (and ITZY for the China market) went on a gravity-defying adventure, showing off the mascaras limitless lash altitude. 

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the results 

Sky High flew right to the top - #1 lengthening mascara in market, over 38 million units sold.