the situation  

Maybelline’s Tattoo line felt intimidating - like it was made for experts, not for everyday play. 

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the insight 

Bold color comes with a fear factor. But Gen Z wants to play, experiment, and have fun without fear of making a mistake. 

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the strategy

Show them that there's no wrong way to tattoo. 

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the idea

No makeup artist or glam squad required - one multi-use stick that lets you line, shadow, and prime any way you want.