the situation 

In a category where people constantly jump from one new shade to the next, earning a permanent spot in their makeup bag is rare - limited editions are a way to keep them hooked.

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the insight  

In 2022, dressing loud became the new way to dress down - a bold rebellion against pandemic monotony and muted wardrobes. 

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the strategy 

Invite them to get in the mood and stay in the mood with SuperStay's 6 new limited-edition shades scientifically designed to boost your mood all day. 

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Casted Maybelline's first ever Drag Queen -- Eureka O'Hara 🔥

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the results 

#1 liquid lipcolor, worn by 33 million people in the world.