Maybelline: FitMe Squad

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Campaign details

Brand: MaybellineBrand owner: L'Oréal Malaysia Sdn BhdLead agency: Ensemble WorldwideCountry: MalaysiaIndustries: Cosmetics, beauty aidsMedia channels: Online display, Point of purchase, in-store, Social mediaBudget: Up to 500k

Executive summary

Maybelline is the number-one mass make-up brand in Malaysia, but in the liquid foundation category was only number three. To compete, we have tried launching better, similar or more affordable products, but neither helped us achieve dominance. Through social listening, we realised that the women of today no longer want to look fairer, they want to be...

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