CLIENT
MAYBELLINE NEW YORK
PROJECT
SUNKISSER HAZY MATTE BLUSHES
PROBLEM
New trends are coming to blush as the face plus category grows across both mass and luxe, and MNY also needs to bring fun and innovation to this exciting space. Matte blushes are booming in luxe and bright shades are trending, and bringing the two together could place Hazy Mattes as an exciting new, trendsetting offering in blush at mass.
INSIGHT
When life feels heavy, Zillennials don’t escape reality, they romanticize it. Beauty becomes a tool to romanticize everyday survival, especially in summer.
STRATEGY
Tap into Zillennials’ desire to make summer last by turning Hazy Matte into a wearable version of the season.
TO COMMUNICATE
Matte blush shades are available under our Sunkisser franchsie.
ROLE
CATEGORY
Lead Strategist
Blush
MARKET
United Kingdom
United States