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maybelline new york 
tattoo liner

challenge  

Inject ​excitement & relevance into a tried-and-true format. 

insight

The “ugly cry” defies societal pressure to maintain a flawless, polished image, but it comes with tear-stained cheeks and smeared, messy makeup. 

strategy 

Tattoo Liner sticks with you through it all, and defies even your ugliest ugly cry. 

idea

We created an ode to Tattoo Liner, the perfect liner for the ugly cry.

A small win in bringing back the iconic "maybe it's Maybelline..." jingle 🙌

press 

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