CLIENT
MAYBELLINE NEW YORK
PROJECT
FIT ME SPOT RESCUE
PROBLEM
Fit Me Spot Rescue may be seen as too good to be true. Most concealers either don’t have the full coverage to hide pimples, the active ingredient levels to calm them or the addition of glycerin that stops skin from drying. We need to show clearly that Fit Me Spot Rescue has all three.
INSIGHT
Gen Z dives into New York like it’s a skincare routine—determined, but very much in need of expert advice.
STRATEGY
Empower Gen Z to conquer their acne with Fit Me Spot Rescue represented by their own "fairy godmother." Show them that with just one dot they get a full coverage concealer and full treatment - in 14 days, the salicylic acid and glycerin formula calms acne without drying out their skin.
TO COMMUNICATE
Make Fit Me Spot Rescue the go-to concealer for Gen Z consumers with acne in regions where the heat and humidity make most young people acne prone. By giving them a product that packs a punch across coverage, and clarity Fit Me Spot Rescue is primed to become a cult classic.
ROLE
MARKET
CATEGORY
South East Asia
and Middle East
Lead Strategist
Concealer