To prove its waterproof mascara has staying power, L'Oreal conducted an experiment on 100 Mexican women: it made them sit through "Titanic" without spoiling their makeup.
The cosmetics brand invited the women to a movie theater and before the film, gave them a makeover and photographed them. After the marathon tear-fest, it photographed them again -- just to prove that their mascara hadn't run all over their face. According to this video, the experiment worked.
The stunt, designed to be shared as a social video, was by McCann Mexico.
The ad, of course, revolves around typical stereotypes of women being weepy over epic romance such as "Titanic." Fortunately, other beauty marketers such as Bobbi Brown have found ways to celebrate a different kind of waterproof makeup-wearing female --- extreme athletes -- to test out its Longwear line.