CLIENT
MAYBELLINE NEW YORK
PROJECT
Lifter Glaze Oil Balm
PROBLEM
The lip balm has been reimagined in luxe with new, hydrating color formulas with trending ingredients. But mass brands are starting to hop on the trend as well, so Maybelline needs to leverage the success of the Lifter franchise and its signature ingredient of hyaluronic acid plus jojoba oil, now in a new balm formal to stand out at mass.
INSIGHT
The lip balm consumer is obsessed with applying, but can get worried when it's not within reach.
STRATEGY
Play into the lip balm craze by showcasing these relatable moments of our talent craving the glaze finish of Lifter Glaze at every moment, and keeping our product handy everywhere they go.
TO COMMUNICATE
Glazed lips meet the feel of luxe hydration
ROLE
MARKET
CATEGORY
Mascaras
United States and Europe
Lead Strategist