challenge

Earn a permanent spot in their makeup bag in a notoriously fickle category.

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insight 

Dressing loud was the new dressing down in 2022. We wanted to dopamine dress our black pandemic uniforms away, turning to bright, vibrant colors for a mood lift. 

 

strategy

Get in the mood, stay in the mood -- 6 new 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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results 

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