NEW YORK – L'Oréal Paris debuts the inaugural product campaign from global ambassador Adria Arjona, expressing a woman fully stepping into her power. The campaign celebrates the launch of Volume Liberté Mascara, a new approach to high-impact lashes that delivers up to 800% more volume in a single application, the company said in a press release.
At the heart of the campaign is a different kind of boldness: not provocation, but self-assurance, according to the statement, which asserts that Volume Liberté invites women to take up space, to be bold, and fully themselves.
"I love expressing different parts of myself through beauty, says Arjona. “What I love about Volume Liberté is that it encourages you to embrace your existing beauty and helps you amplify it.”
The actress’s personal journey and connection to her Puerto Rican roots inform the confidence and individuality she brings to the campaign, according to a press release announcing campaign details.
Alongside another longtime L'Oréal Paris global ambassador, Eva Longoria, she explores what it means to show up boldly and unapologetically as themselves. The two women embody a shared belief that true beauty begins with knowing your worth. As they bring their perspectives to life, Volume Liberté Mascara becomes an extension of that confidence, amplifying their lashes and their presence.
Transforming the mascara story into an expression of individuality
"Volume Liberté embodies the freedom to express yourself boldly," says Laura Branik, President of L'Oréal Paris USA. "With Adria Arjona and Eva Longoria, we're celebrating the force of women who command a room with confidence and grace. In this campaign, 'You're Worth It' feels unmistakable. Through Volume Liberté, our goal is to add a touch of confidence and luxury to every woman, every day."
Directed by acclaimed filmmaker Colin Cardo, the campaign captures Arjona at new heights in Paris, bringing together the director's distinctive visual language with the effortless sophistication of L'Oréal Paris.
Known for his work at the intersection of fashion, music, and pop culture, his creative vision brings a sense of movement and elevation to Volume Liberté Mascara, transforming the mascara story into a broader expression of attitude and individuality. Cardo previously collaborated with the brand on its 2025 L'Oréal Paris x Mugler campaign film featuring Kendall Jenner.
Designed to deliver bold, amplified lashes without compromising comfort, Volume Liberté offers a weightless, smudge- and flake-resistant formula with up to 24-hour wear and conditions lashes with Black Orchid and Panthenol (Pro-Vitamin B5). The innovative click-to-release component reimagines the traditional mascara experience, releasing the brush with a simple click for easy, seamless application.
