LIFTER GEL
CLIENT
Maybelline New York
PROBLEM
When every new lip launch promises the same glossy, comfortable, nourishing payoff, how can Maybelline give consumers a reason to stop chasing the next one, and stick to Lifter Gel?
INSIGHT
We’re wired to love shiny things, they signal life and allure. Lifter Gel leaves lips so glassy you can see your reflection, triggering that deep, primal sweet spot.
STRATEGY
Make Lifter Gel’s unique combination of glassy shine and hydrating, non-sticky formula so visually and sensorially captivating that it feels impossible to look away.
Rather than simply demonstrating the shine, we’ll dramatize the product’s captivating effect by making people feel like they’ve fallen under its spell.
COMMUNICATE
Glassy shine. Oil-in-gel formula. Non-sticky.
ROLE
CATEGORY
United States and Europe
Lip
Lead Strategist
MARKET