This document discusses the launch of Lancome's new Grandiose mascara. It introduces the mascara's unique swan neck wand which provides unprecedented length, lift, and volume. It also outlines Lancome's marketing strategy for the mascara's launch, including social media campaigns and in-store displays, with the goal of recruiting new customers and making Grandiose the #1 mascara. On launch day at Macy's Herald Square, over 100 units were sold, with 96% going to new mascara customers and 68% to new Lancome customers overall.