CLIENT
MAYBELLINE NEW YORK
PROJECT
Maybelline Instant Eraser Icons
PROBLEM
Instant Eraser’s successful multi-use positioning spurred a range of copycat campaigns, so Maybelline NY needs to further differentiate and reassert Instant Eraser’s icon status in an unexpected and culturally relevant ways.
INSIGHT
In recent times, sports documentaries about legends have captured the attention of not just sports fans, but gained traction in greater cultural conversations and trends as well. The Michael Jordan doc popped during the pandemic and the Beckham doc more recently became a huge cultural phenomenon, even inspiring TikTok trends.
STRATEGY
Utilize the style and tonality of a sports documentary that follows the career of a larger-than-life icon, to personify and tell the story of IAR concealer as an icon itself.
AWARDS
Webby - People’s Voice Webby for Fashion & Beauty
Bronze Clio in the Fashion & Beauty category.
TO COMMUNICATE
ROLE
Seamless coverage in one swipe.
Media Strategist
MARKET
CATEGORY
United States and Europe
Concealers