To create hype and fandom at scale for the launch of YSL Beauty’s new Lash Clash Mascara, Community X SEEN hijacked a trending hashtag within the mascara and beauty space - #brownmascara - to drive awareness across social for the new launch.

Community X SEEN gifted 300x of its colour cosmetic obsessed beauty creators to participate in trialling the new brown mascara to share their before & afters, application videos and makeup routines, whilst also heroing their original black mascara.

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