CLIENT
MAYBELLINE NEW YORK
PROJECT
SUPER STAY VINYL INK - SAUCE
PROBLEM
New, viral lip launches keep coming, causing established lipcolors like SSVI to lose their pace with consumers.
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.
ROLE
Lead Strategist
MARKET
Lip
South East Asia and Middle East
CATEGORY