For the launch of their new Climax Mascara, NARS wanted to steer clear of the overplayed experience formula of instant product gratification and insta-worthy photo moments that leave many consumers empty-hearted. We were tasked to celebrate the new mascara with a pop-up experience that matched the provocative attitude of NARS.
The beauty category has been overloaded by digitally native labels challenging the dominance of “traditional” beauty houses. In response to this, NARS was looking for an experience that made a true connection with their brand and went beyond a fun moment.
We created and delivered The House Of Climax: an audacious, sexy, and unapologetic oasis that took “NARSissists” on a seductive journey for the eyes. The Climax product story unfolded through the eyes of an estranged couple balancing endless devotion while fighting to keep their love alive.
Their emotional performance mimicked the strokes, the volume and the drama of the mascara teasing the product throughout. The experience culminated in a reveal of the product an opportunity to try.