Campaign details

Brand: Maybelline
Brand owner: L’Oréal
Lead agency: Mindshare China
Country: China
Industries: Cosmetics, beauty aids
Media channels: Events & experiential, Gaming & in-game advertising
Budget: No budget

Executive summary

As Maybelline expanded its distribution in China, we knew that appealing to girls in China's lower-tier cities would require a change in approach.

They love makeup as much as girls in upper-tier cities such as Shanghai or Beijing, but Maybelline's philosophy of beauty transformation would have a different meaning – persuading them to try completely new looks was not going to be the right strategy.