challenge  

Make a basic black liquid eyeliner feel exciting and relevant again.

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insight

The "ugly cry" has become a cultural badge of authenticity, celebrated for its raw emotion & vulnerability, and people now want makeup that stays perfect even when they're not. ​​

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strategy 

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

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idea

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

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

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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