CLIENT
MAYBELLINE NEW YORK
PROJECT
OG MASCARAS
PROBLEM
Consumers have forgotten these OG mascaras and need a compelling reason to return to these reliable staples.
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.
TO COMMUNICATE
Nno matter what lash look Zillennials want, there’s a mascara for that.
ROLE
CATEGORY
Lead Strategist
Mascaras
MARKET
United States and Europe