maybelline new york 
lipstick day 2022

problem 

Internet holidays aren't as cool as they used to be, particularly Lipstick Day. Beauty brands have prioritized discounts over building loyalty and community.

​

insight 

Lipstick lovers have a fierce "ride-or-die" loyalty to their favorite shades, because they’ve finally found a shade that feels like an extension of themselves.

​

strategy

Celebrate how each shade brings out a different side of you.

​