CLIENT
MAYBELLINE NEW YORK
PROJECT
Shades For Every Story
PROBLEM
Lipstick is often seen as a product that divides generations, when in reality it’s one of the first makeup items many of us ever explore. We’ve all had moments with it, and a story to tell.
INSIGHT
Some things are worth passing down not because they last forever, but because they help share meaning. Like home movies or your moms favorite lipstick.
STRATEGY
Position Serum Lipstick as the modern must-have for everyone by pairing its nurturing formula, universally flattering shades, and ultra-comfortable feel with emotionally resonant, generational beauty stories told through intimate, home-movie-style reflections.
TO COMMUNICATE
Even if you share the same Serum Lipstick shade, it will still look uniquely yours, it all depends on how you wear it.
ROLE
CATEGORY
Lead Strategist
Lipstick
MARKET
United States