Brand owner: L'Oréal Malaysia Sdn Bhd
Lead agency: Ensemble Worldwide
Industries: Cosmetics, beauty aids
Media channels: Online display, Point of purchase, in-store, Social media
Budget: Up to 500k
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 women of today no longer want to look fairer, they want to be themselves. To embrace the diversity of Malaysian skin colours, we launched 12 shades of FitMe and created our first ever Malaysian-powered liquid foundation campaign, boosting us way above the rest in the category.