Maybelline: Makeup on the Way

Cosmetics brand Maybelline created a campaign that challenged female commuters to apply their makeup in the back of a taxi to grab the attention of young urbanites in top-tier cities in China.

Campaign details

Brand: MaybellineBrand owner: L’Oréal ChinaLead agency: Mindshare ChinaCountry: ChinaIndustries: Cosmetics, beauty aidsMedia channels: Competitions & contests, Content marketingBudget: No budget

Executive summary

Maybelline used to dominate the top-tier cities in China, but challenger brands continue to grab the attention of young urbanite women. Given their busy lifestyles, these women have become adept at putting on cosmetics while on their commute and are looking for products that will allow them to do so.

The challenge for Maybelline was to prove that its products are fit for...

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