CLIENT
MAYBELLINE NEW YORK
Cloudtopia cheek and lip mouse
PROJECT
Blush is a crowded category with multiple cream blush options that are already very popular with Gen Z. Maybelline needs to play up its product superiority in look, performance, and value to stand out.
PROBLEM
INSIGHT
Adult life doesn't offer many new sensorial experiences, so when you find one you can’t help but touch it.
STRATEGY
Position Cloudtopia as the blush of the future—so weightless, so enduring, it could only come from a utopia in the clouds.
ROLE
CATEGORY
MARKET
United Kingdom
United States
Lead Strategist
Blush