BEAUTYCOUNTER
THINK BIG ALL-IN-ONE MASCARA

CONCEPTUAL/PITCH WORK:
Big ideas + proofs of concept including TV, Print, Social + OOH

THE CONCEPT:
SAY I CARE

Eyes are the window to the soul. But lately, they are also our bridge to the world. (And if our eyes are the window, our lashes are the curtain.) The protector of such a vital part of our body that have taken on more than ever before: they have helped us talk, smile, and express our thoughts.

Hardworking eyes deserve a hardworking mascara that cares for them.