Campaign details

Brand: Maybelline
Brand owner: L'Oréal
Lead agency: Mindshare China
Country: China
Industries: Cosmetics, beauty aids
Media channels: Games & competitions, Online video, Outdoor, out-of-home, Social media
Budget: 500k - 1 million

Executive summary

Maybelline New York, the makeup and cosmetics brand, needed to maximise the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range.

In China, fans care so much about their idol that they try to influence which brands the celebrity can endorse. If Maybelline couldn't get fans' support, Chan's endorsement could backfire.

Chan's fans call themselves 'Queens', so to win them over, Maybelline renamed one of the lipstick shades after them – a fresh approach compared to naming the lipstick after the endorser.