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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 

Your obsession attracts your tribe and your tribe validates your obsession -- lipstick lovers have a fierce "ride-or-die" loyalty to their favorite shades and want to find others who share their passion. 

strategy

Endorse & celebrate their shade obsession, showing we're just as obsessed as they are. ​

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