maybelline new york 
brand campaign

the situation  

Makeup had lost its mojo. In a pandemic world obsessed with skincare and self-care rituals, the fun, fearless side of makeup faded out.

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the insight 

After two years of rules and restrictions, young 20-somethings were ready to break free - breaking gender norms, ditching outdated beauty standards, and shedding giant makeup bags.  

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the strategy 

Give them makeup that breaks the rules, lasts all day, and lets them live in full color.  

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the idea  

A fully integrated global campaign built around a universal mnemonic and a bold ethos of fun, freedom, self-expression.