CLIENT
MAYBELLINE NEW YORK
PROEJCT
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
STRATEGY
TO COMMUNICATE
Seamless coverage in one swipe.
PROEJCT
OG MASCARAS
PROBLEM
Lead Strategist
ROLE
MARKET
United States and Europe
CATEGORY
Mascaras
INSIGHT
People seek tools that help them craft their personal stories, whether it’s tarot cards shaping their destiny or mascaras enhancing their lashes for life’s moments.
STRATEGY
Tap into the cultural fascination with Tarot as a symbol of transformation and possibility, positioning Maybelline’s OG mascaras as the original tool for new lash beginnings—reaffirming their legendary status while cutting through the clutter of imitators.
PROJECT
TO COMMUNICATE
Maybelline is known for having the best and most iconic mascaras - in a world where there’s an app or a solve for everything let’s remind Zillennials that no matter what lash look they want, there’s a mascara for that.
Colossal Bubble Mascara
PROBLEM
Luxe brands have been the default for achieving the bold, XXL volume lash look consumers are looking for and they don’t know there is a mass mascara that can deliver it all. To introduce Colossal Bubble, MNY needs to showcase this innovative clump free end look in a disruptive, entertaining way.
INSIGHT
For Gen Z, truth isn’t handed over it’s pieced together. Headlines are just the start; they dive into comments to find the answer to, validating importance through shared opinions, and sources.
Consumers have forgotten these OG mascaras and need a compelling reason to return to these reliable staples.
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.
ROLE
Media Strategist
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.
MARKET
United States and Europe
CATEGORY
Concealers
STRATEGY
Showcase Colossal Bubble Mascara as a revolutionary, newsworthy product offering buildable, clean volume for customizable, big lashes that won’t clump. Highlight how volumized "bubble lashes" represent the future of lash trends and are undeniably newsworthy by keeping Gen Zers on a "Bubble Watch".
TO COMMUNICATE
Make it XXL — build and inflate lashes as big as you want.
PROEJCT
SUPER STAY VINYL INK - SAUCE
PROBLEM
INSIGHT
Gen Z is hungry for luxury experiences, but not luxury price tags. According to a 2022 survey, more than half of Gen Z would eat at fine dining restaurants if price wasn't an issue. *Source: Ypulse Survey Data| The End of Foodie Culture (As We Know It) - July 2022
STRATEGY
Let's cater to the ever-trendy Gen Z audience by offering a premium “dining” experience of our new saucy shades across paid social. Emphasizing its five-star staying power that ensures you look amazing through every sip and bite.
TO COMMUNICATE
Vinyl Ink Sauce is the Michelin Star of lips: super premium, super sought after. It's the 5-star lip look that EVERY New Yorker wants.
New, viral lip launches keep coming, causing established lipcolors like SSVI to lose their pace with consumers.
ROLE
Lead Strategist
MARKET
South East Asia and Middle East
CATEGORY
Lip
Lead Strategist
ROLE
MARKET
United States and Europe
CATEGORY
Mascaras
PROEJCT
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
STRATEGY
TO COMMUNICATE
Glazed lips meet the feel of luxe hydration
The lip balm consumer is obsessed with applying, but can get worried when it's not within reach.
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.
Lead Strategist
ROLE
MARKET
United States and Europe
CATEGORY
Mascaras
AWARDS
Webby - People’s Voice Webby for Fashion & Beauty
Bronze Clio in the Fashion & Beauty category.