Maybelline: Peek into the future – AR Makeup

Sagar Parekh

Maybelline New York, a make-up brand, launched an AR filter so that users could virtually try on make-up during the Covid-19 lockdown.

Campaign details

Brand: MaybellineBrand owner: L'Oréal IndiaLead agency: WavemakerContributing agency: WavemakerMarket: IndiaSector: Cosmetics, beauty aidsMedia channels: Social media, Virtual & augmented realityBudget: Up to 500k

Executive summary

Like many other categories, the ensuing restricted mobility caused by the pandemic created a huge dent for the make-up category. In a category where the actual application of the product is essential for purchase, Maybelline had to overcome the challenges posed by the inability to test make-up on oneself. To circumvent this challenge, Maybelline New York (MNY) came...

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