Maybelline: The foundation of fairness

A campaign by Maybelline, the cosmetic company, in India increased sales and awareness by appealing to the diverse skin tones of India.

Campaign details

Brand: MaybellineBrand owner: L'OréalEntrant company: McCann India, MumbaiMedia: Foxymoron, MumbaiMarket: IndiaSector: Cosmetics, beauty aidsMedia channels: Cinema, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Product sampling, Sales Promotion, Social media, Websites & microsites, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

Maybelline wanted to reinforce its position in the booming Indian beauty market which on one hand has a strong legacy leader brand; and on the other hand, there are new brands exploding on ecommerce. We found a relevant need...

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