maybelline new york 
brand campaign

problem 

In the pandemic, makeup took a backseat to self-care and skincare rituals. We needed to get young people to rediscover the joy & freedom of makeup again.  

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insight 

After more than two years of rules & restrictions, young people were determined to break free -- breaking gender binaries, defying outdated beauty standards, shedding giant makeup bags.  

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strategy 

Break free from rules. ​

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execution 

We created a fully integrated global campaign with a universal mnemonic and ethos.