Maybelline proves e-commerce and livestreaming were made for each other

This case study explains how Maybelline New York, a cosmetics brand, launched its new lipstick in China with a livestream on the leading mobile purchase platform, Taobao.

Campaign details

Brand: Maybelline New YorkLead agency: Mindshare ChinaRegion: APAC

Objectives

Maybelline New York faces the same challenge as many brands building a true connection with young women. And in particular, a connection that drives sales.

Of course in China, there is no shortage of brands who would do just about anything to try and show the 90s gen women that they get them with the latest gimmick or trend. Nor for that matter is there a shortage of celebrities open to brand partnerships.

But Maybelline New York's approach this year for the launch of...

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