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maybelline new york
tattoo brow
problem
MNY led the brow category for 10+ years but e.l.f. and NYX were doing a better job at winning over young consumers with fun, relevant, and engaging content.
insight
Brows in 2022 embraced individuality over conformity. Brow styles have historically marked distinct eras — the 90s embraced thin, the 2000s favored bushy, and the 2010s raged over the “Instagram brow." In 2022, a variety of trends gave young people the freedom to pick and choose whatever brow look they wanted.
strategy
Give them the tools to help them brow their way.
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