Maybelline: The foundation of fairness

Rajesh Sharma, Suchismita Ganguli, Kanika Saxena

Maybelline India ran a multi-channel campaign for its Fit Me foundation range to grow awareness, relevance and trial among millennials, and increase brand equity; it focused on the differentiating proposition of fitting diverse skin tones.

Campaign details

Brand: MaybellineBrand owner: LorealAgency: McCann Worldgroup IndiaMarket: IndiaIndustries: Cosmetics & beauty aidsMedia channels: Magazines - consumer, Online video, Point-of-purchase, in-store, Social media, Television, Websites & microsites, word of mouth, influencersBudget: 3 - 5 million

Executive summary

Maybelline wanted to reinforce its position in the booming Indian beauty market which had a strong legacy leader brand and new brands exploding on e-commerce. It found a relevant need gap in the beauty landscape – limited choice in the foundation category. Millennials were refusing to fit into the...

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