Maybelline: Dare to tattoo your eyes
Napas Kitirattragan
Campaign details
Brand owner: L'OrealLead agency: McCann WorldgroupBrand: MaybellineCountry: ThailandIndustry Cosmetics, beauty aidsChannels used: Magazines - consumer, Online video , Point-of-purchase, in-store, TelevisionMedia budget: Up to 500k
Executive summary
This case study describes how Maybelline dared Thai women to use vibrant eye shadow.
In order to own the eye make-up category, Maybelline needed to become a leader in every eye segment. Maybelline already owned the mascara and eyeliner categories, but fell behind in the eye-shadow category.
With competition from...