In the spotlight:
"True ID Card"
2024 Effie France Gold Winner
Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.
In August 2025, Effie Europe had the pleasure of joining L'Oréal’s Global Marketing team in Paris for an immersive session on marketing effectiveness in action.
Together, we explored how Effie’s proven framework — and the success of award-winning campaigns — can inspire teams to build stronger, and more effective marketing cultures.
To bring these learnings to life, we invited Alexandre Honoré, Senior Strategic Planner at Buzzman, who showcased the brilliant Gold Effie-winning case from NYX Professional Makeup.
Sit back and discover the story behind a campaign that set new standards for creativity and impact. Enjoy the video!
CAMPAIGN NAME
True ID Card
CATEGORY
Effie France, Beauté, santé, bien-être
CLIENT
Groupe L'Oréal, Nyx Professional Makeup
LEAD AGENCY
Buzzman
CAMPAIGN DESCRIPTION
While makeup is often seen as a way to cover up, the research revealed something very different: 64% of makeup users under 25 — and 74% of NYXpm consumers — say they actually feel more themselves when wearing makeup.
This powerful insight inspired the “True ID Card” campaign, which went viral, delivered NYXpm’s highest-ever reach and engagement, significantly boosted key brand metrics, and helped drive the strongest commercial results in the brand’s history.
