#BeYourOwnFilter: Introducing Maybelline's new foundation for the Snapchat generation

Make-up brand Maybelline used Facebook, and its audience's obsession with Snapchat selfies, to launch its Dream Velvet foundation in Singapore.

Campaign details

Brand: MaybellineBrand owner: L'OréalLead agency: TBWA\Group SingaporeContributing agencies: Carat MediaCountry: SingaporeIndustries: Cosmetics, beauty aidsMedia channels: Games & competitions, Online video, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

This is the story of how Maybelline disrupted conventional cosmetic product advertising by cleverly demonstrating the efficacy and finish of its new Dream Velvet Foundation, without needing to say a single word.

By tapping into young Singaporean women's obsession with Snapchat selfies, Maybelline positioned its new foundation as a real-life Snapchat filter, resonating...

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