the situation   

Black liquid eyeliner is a beauty staple, but beauty staples don't make headlines. Tattoo Liner needed a way to feel relevant and exciting again. ​

​

the insight

The "ugly cry" has become a cultural icon. But usually it comes with smudgy liner or tear-stained mascara. ​​

​

the strategy 

Prove that Tattoo Liner sticks with you through it all - even your ugliest ugly cry. 

​

the idea
An unapologetic ode to Tattoo Liner starring SNL’s Chloe Fineman, showing off every tear, sniffle, and rain shower - all without a single smudge. And yes, we brought back the iconic “Maybe she’s born with it. Maybe it’s Maybelline” jingle.​

​​

press 

• https://reel360.com/article/snls-chloe-fineman-cries-ugly-for-maybelline/ 

• https://musebycl.io/music/chloe-fineman-rocks-out-its-2000-maybelline-new-york 

• https://www.lbbonline.com/news/snls-chloe-fineman-poses-as-a-2000s-popstar-in-ugly-cry-campaign-for-maybelline-new-york