Maybelline: Transforming multiple shades of daring

Cosmetics brand Maybelline New York created a key opinion consumer (KOC)-led campaign to boost usage, sales and brand equity with Gen Z consumers in Vietnam.

Campaign details

Brand: MAYBELLINE NEW YORKAgency: XYZ SAIGONRegion: APAC

Strategy

Objective

In 2022, the Makeup category is losing buyers. Beside the pandemic that locked us down, this downtrend also came from the higher level of youngster's self-acceptance. Makeup is no longer the top of mind offer for self-confidence. As a market leader & a makeup brand of youth, this became a challenge for this progressive brand to redefine the role of Makeup in youngster's life.

Thanks to the breakthrough campaign in 2021, Maybelline New York (MNY) has well established the "Lì" (daring) platform to the...

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