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maybelline new york
tattoo brow
the situation
Maybelline led the brow category for over a decade, but e.l.f. and NYX were winning over young people by making brows more fun and approachable.
the insight
In 2022, brows were all about individuality - free from rules and trend conformity. Unlike the thin arches of the ’90s, the bushy styles of the 2000s, or the Instagram-sculpted looks of the 2010s, young people today embraced the freedom to define their own brow vibe.
the strategy
Show them how Tattoo Brow offers a range of tools to help them shape their brows their way - no matter their mood or style.
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