Why L'Oréal Made 100 Women Cry in a Movie Theater, and What Brought Them to Tears

Fun stunt from McCann Mexico

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Here's a fun and inventive before-and-after test from L'Oréal and McCann Mexico.

The cosmetics company invited 100 women to a movie. Before the screening, they had their makeup done by L'Oréal beauty experts, who applied waterproof mascara. As part of the prep, the women also had their photo taken.

Then they were taken into the theater for the movie—and it certainly was an emotional one. Before long, the women were sobbing, as a story of "impossible love" played out.

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