Maybelline: The journey to inspire Gen Z

Maybelline New York, a makeup brand, launched the Mấy Bé Lì campaign in Vietnam to connect with Gen Z.

Campaign details

Brand: Maybelline New YorkLead Agency: Circus Digital/ Tiktok/ StarcomRegion: APAC

Strategy

Objective

As a No.1 Makeup brand in the mass market, Maybelline New York has always associated itself with the bold & dynamic lifestyle of youngsters, gaining great brand awareness in its stride. However, in Vietnam, the brand has not been able to relate to its main category of new buyers being Gen Z, due to its Western brand image & low brand meaningful index (consumer's association with the brand). This became a challenge for this progressive brand to conquer in 2021. Maybelline...

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