Story impressions



For the launch of the Telescopic Shocking Extensions Mascara, L’Oréal Paris featured a nationwide six-week contest inviting women to upload their best picture for a chance to be the Next Face of L’Oréal, win a trip to New York, a professional photography session and be featured in a national print ad for the new mascara.

We developed the entire platform for the Facebook App on a load-balanced AWS environment, powered by multiple RDS instances and using S3 for scalable storage. Programmatically tapping on to the Graph API allowed us to build a seamless, branded experience through which users browsed their Facebook albums and pictures to submit their best shot. Our custom voting mechanism helped prevent fraudulent votes, computing vote counts through 4 different fine-tunned algorithms based on a series of variables including mentions on Twitter & Facebook as well as unique votes.

We also built a custom CMS which gave L’Oréal a real-time snapshot of the contest, number of entries and votes on each entry, as well as the ability to dynamically update the app by selecting a winner every week. On the front end, we stayed very lean with an HTML, CSS and AJAJ (Asynchronous JavaScript and JSON) stack, giving us maximum compatibility on a variety of devices.

The campaign received tremendous attention and outstanding results, with an average of 250 submissions every day, and over 7K in total. More than 268,000 votes were registered, 36K+ likes and 16k+ tweets.