The Maybelline Snapchat Hack

Cosmetics brand Maybelline communicated the efficacy of its new foundation to young Singaporean women leveraging the Snapchat filters they use daily.

Agency: TBWA\ Group Singapore

Campaign Strategy

Across the market for foundation products, Maybelline was ranked 3rd among mass-consumer brands, after key competitors L'Oreal Paris and Revlon. The brief to promote Maybelline's new Dream Velvet Foundation was a tough one to crack, as it was yet another entrant in an already highly-saturated product category. Our product was a relatively new and innovative form of foundation, being a gel-based product, and came with a soft-matte finish immensely trendy among Maybelline's young target audience. However, it was not quite enough to only talk about product features, as our strongest competitors L'Oreal Paris...

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