'Call me Queen': an interactive micropage fosters royal self-confidence
For essence’s 'Call me Queen' mascara launch campaign, Triplesense Reply developed a captivating microsite that perfectly showcased the product using gamification, storytelling and a royal design, inspiring the community.
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The challenge
A majestic introduction for essence's new mascara
The scenario
Confidently beautiful – with essence
For more than 20 years, cosnova Beauty has been a genuine trendsetter on the international cosmetics market. With essence, the best-selling cosmetics brand in Europe, the family-owned company is committed to a creative and self-confident approach to make-up. The colourful products are particularly appealing to a young target group and celebrate individual beauty. The ‘Call me Queen’ mascara is fully in line with this philosophy.
The MICROSITE
Gamification and storytelling with a royal look
With the "Call me Queen" mascara, essence makes it possible for every make-up fan to feel like a queen. This self-confidence is also emphasised by the majestic design of the microsite that Triplesense Reply developed for the product launch. Emotional storytelling, striking visuals, and impressive animations make the mascara shine on the microsite, providing all the details about its texture, ingredients, and the dramatic false eyelash effect it creates. Users can also collect crown parts hidden throughout the landing page to qualify for an exclusive competition. This regal treasure hunt invites make-up fans to linger on the microsite and discover the new product.
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A royal success
The central platform for the campaign
The microsite seamlessly complemented the roadshow and social media initiatives of the product launch campaign. It was available in nine languages and, thanks to its interactive and emotional concept, enabled the ‘queens’ to experience essence’s brand message and the product's leitmotif in an impressive way. The result: A royal success that strengthened brand loyalty and generated buzz around the product.
The result
A royal success that strengthened brand loyalty and created hype around the product
33,748 page views over the entire campaign period
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3178 entries into the competition
9 participating countries
Cosnova Beauty has its headquarters in Germany and sells the decorative cosmetic brands Essence and Catrice in around 90 countries around the world. In 2024, the family company has achieved net sales of EUR 954 million. Cosnova is the sixth largest company for ‘decorative cosmetics’ worldwide and the second largest by unit sales. In parallel with the beauty segment, the cosnova Group is investing in a wide range of companies and assets to utilise synergies in the beauty segment and in the form of independent investments. cosnova has grown strongly since its foundation more than 20 years ago. Around 900 employees at various locations around the world are committed to the company's success story.
Triplesense Reply specializes in digital service design and creates holistic touchpoint experiences and advanced ecosystems that optimize the user and brand experience. ‘Humanizing Digital' is Triplesense Reply's mission: By strictly following a human-centered design approach we create solutions that engage people and make their life easier. The interdisciplinary team of strategists, consultants, UX/UI experts and developers passionately delivers from insights and ideas to full technical implementation and operations for all digital channels and applications.