Lancôme has turned to Facebook in France to push its new Hynôse star mascara with a fun application starring cartoon character Betty Boop.
The initiative offers fans the opportunity to create their own cover picture alongside Betty (as shown above), as well as a game to participate in that provides them with the opportunity to win the new product.
Featuring a board of sparkling spots hiding one of the mascaras, the game cleverly encourages users to provide more personal information about themselves to the company.
To enter, they have to first provide basic details including name and email. They then get three chances a day to try and uncover the product. They can, however, request Betty’s help, which results in having to reveal their address for another three goes. Next they have to provide their telephone number and date of birth, which reduces the canvas size substantially, hinting at where the mascara might lie. If all fails, the game encourages users to return the next day.
There is also a series of tutorials about how to apply 24 different shades of eyeshadow to get one of three Betty looks.
The mascara is additionally being promoted with a short film starring Betty Boop alongside model Daria Werbowy. In it, the two are seen behind-the-scenes on a movie set having a conversation about their lines and how best to look the part – by applying the new mascara naturally. “Just say it with the eyes,” says Betty.