Maybelline: Power to the Queens

Maybelline, a cosmetics brand, leveraged fan economy to breaks its e-commerce sales record.

Campaign details

Brand: MaybellineLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

Maybelline New York hired Hong Kong star William Chan to be brand ambassador to promote the Color Sensational lipstick range.

Chan is super popular among Maybelline's young, female target audience - they are also target audience of many other brands.

How can Maybelline leverage new fan economy and create business impact?

Target Audience

Young, female 18-35 years old.

Creative Strategy

Chinese people love celebrities. Rate of celebrity endorsement among ads in China is the highest across the world. (Source: Millward Brown)

With the popularity of...

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