Maybelline: Every flaw is a 10

Maybelline, a makeup brand, launched "Every flaw is a 10" music video playlists to empower Gen Z in Vietnam to combat body shaming and face shaming, become the No.1 online and offline makeup brand, and enhance the brand's meaningfulness.

Campaign details

Brand: L'OREALAgency: XYZ SAIGONRegion: APAC

Strategy

Objective

In this age of digital, body or face shaming has become a common form of cyberbullying.

Even in Vietnam, despite the positive changes that Gen Z is bringing to beauty standards, they still face hurtful criticism coming from society ideals that favor lighter skin tone, double eyelids, heart lips… which label honey skin tone, monolid eyes, full lips… as facial flaws.

Regrettably, the beauty industry, including makeup brands and society at large, has been rooting for beauty standards that promote the idea of "flaws" needing to...

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