Overnight sell out and further on sales increased 300%

Following a creative mailer, press and influencer campaign, sales of essence False Lash Princess Mascara went up 300% and sold out multiple times throughout the year. Lash Princess has become an icnonic essence product, going on to win several beauty awards and it continues to be one of the best selling products in the range. The campaign helped establish essence as brand that offers quality makeup at affordable prices. PR campaigns for essence products continue to cause online sell outs and to generate waiting lists.