Maybelline New York: Make It Happen

Maybelline New York, the makeup and cosmetics brand, used a famous singer to connect with its young female audience and boost brand image and sales in Ukraine.

Campaign details

Brand: Maybelline New YorkBrand owner: L’Oréal UkraineLead agency: ZenithContributing agencies: TVlabCountry: Ukraine Industries: Cosmetics, beauty aidsMedia channels: Content marketing, Online video, Public relations, Social mediaBudget: Up to 500k

Executive Summary

The category of makeup cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from private labels of trading chains and direct sellers via catalogues constantly grows.

For Maybelline New York, the makeup and cosmetics brand, it was increasingly hard to...

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