CLIENT
MAYBELLINE NEW YORK
PROJECT
Colossal Bubble Mascara
Luxe brands have been the default for achieving the bold, XXL volume lash look consumers are looking for and they don’t know there is a mass mascara that can deliver it all.
PROBLEM
INSIGHT
For Gen Z, truth isn’t handed over it’s pieced together. Headlines are just the start; they dive into comments to find the answer to, validating importance through shared opinions, and sources.
STRATEGY
Showcase Colossal Bubble Mascara as a revolutionary, newsworthy product offering buildable, clean volume for customizable, big lashes that won’t clump. Highlight how volumized "bubble lashes" represent the future of lash trends and are undeniably newsworthy by keeping Gen Zers on a "Bubble Watch".
TO COMMUNICATE
Make it XXL — build and inflate lashes as big as you want.
ROLE
CATEGORY
MARKET
United States and Europe
Lead Strategist
Mascaras