Maybelline Retail Lab — Paris, France
The Retail Lab at its core is an enterprise-wide space for L’Oréal Groupe brands—across consumer products, luxe/prestige, and dermatological cosmetics— to showcase brand codes, new retail innovations, and digital tools in order to excite and inspire markets and their retailers. Concepted in 2019, the first series was executed in 2020 (yes actually!), the L’Oréal Retail Lab is refreshed on an annual basis.
2023 SERIES
THE ASK
The big idea is to bring the premiumization of the brand through revitalizing the retail brand codes, highlighting an impactful launch moment, clarifying the product range, and enticing consumers to play.
HIGHLIGHT AN IMPACTFUL LAUNCH MOMENT: THE FALSIES SURREAL EXTENSIONS MASCARA
HERO AD VISUAL COURTESY OF GOTHAM BEAUTY/MCCANN WW
PRODUCT LAUNCH DESIGN ADAPTATION FROM GOTHAM HERO VISUAL
![AW_Overview_LFH66_Wall_LargeHotspot_FalsiesSurreal[31].png](https://images.squarespace-cdn.com/content/v1/5c532d1d9772ae65bfcb3bec/1745996257564-F5GUIUQQXWZJRQDX1QZ3/AW_Overview_LFH66_Wall_LargeHotspot_FalsiesSurreal%5B31%5D.png)
Design: J. Thanphachanh
Brand: Maybelline
Design Agency & Contractor: DIAM, Prugent
Status: Installed