If you received a Lancôme package addressed to Demi Moore or Zoe Saldaña “by mistake”… what would you do? Would you open it?

For the launch of Lancôme Absolue Longevity MD, we decided to embrace a little intentional, postal service chaos.

To spark curiosity and ignite conversation, we sent more than 1,000 PR packages to some of the industry's most influential voices, deliberately mislabeled to have either Demi Moore or Zoe Saldaña as the intended package recipient. This stunt acted as a soft-launch for our yet to be announced new brand ambassadors of Lancôme.

A simple idea. A massive ripple effect.

The momentum was amplified by Demi, Zoe and the global roster of Lancôme ambassadors. Even Kate Hudson went viral with the mistake, unable to let a Lancôme gift go. The Lancôme team played their part, by freaking out across social for the mailer mistake.

But attention was never the end goal. It was the entry point.

On social media, we created intrigue and tension to invite consumers into something deeper: the science and innovation behind Absolue Longevity MD. The viral package was engineered to have each and every recipient who went to social to echo the claims, the innovation, and the age-specific range for each milestone of your skin's biological age — all while holding Longevity MD.

We then extended the story into culture through our partnership with The Devil Wears Prada 2, where Absolue Longevity MD made a memorable appearance on the big screen. Tapping Pauline Chalamet from the film not once, but many times. Most notably, partnering with Vogue to create a social first film with the icon and brand ambassadress Isabella Rossellini, and bringing Pauline to liner with Maximum Effort

The Results did not disappoint. At last count, the full program achieved 9.3B press impressions and 25.2M video views. The DWP2 Partnership earned 2.8B press impressions and the viral mailer stunt gained 5.2M views and 344K engagements.

Hats Off to an amazing team bringing this project to life: Ramzy Burns, Isabelle Carramshi, Julie Klein, Mabel Martinez, Leah Pitman, Dani Brady, Taylor Speer, Danielle Richards, Joshua Kalipeni, Manon Ergin, Ariana Parasc, Jared Ricardo, Leah Pitman, Jonathan Sisic, Adélaïde Colin, Manuel Pellequer, Sabine Sinno, Serena Sheth, Han Wen, Adam Kornblum, Brandon Rocha De Pina, Douglas Rowles, Matthew Yarborough, Jessica McDonough, and so many others who touched this project!