How our experiential makeover helped a legacy brand stay on top.
The beauty and cosmetics categories are packed with thousands of brands offering similar products, all fighting for the attention of consumers. While a leading brand like Maybelline may be viewed as a beauty mainstay, it may also be viewed as tradition-bound and susceptible to challenger brands. In such a crowded category, inducing trial is just as essential for a leading brand as it is to start-ups in order to continue standing apart from the pack. However, getting consumers to experiment with cosmetics is notoriously difficult, particularly if the product is new to the market.
As the multitude of fashion and beauty media outlets demonstrate, a sizable percentage of female consumers look to fashion icons and celebrities for make-up inspiration, and Maybelline customers are no different. Many women yearn to be part of glamorous experiences like backstage at Fashion Week. We knew that by leveraging Maybelline’s long-standing connection to the fashion world, we could create events that would evoke a similar experience of glamour and exclusivity.
To establish reach on a broader scale, we partnered with nationwide promoter and media company Shecky’s Girls Night Out to bring Color Studio to its events. The Color Studio at Shecky’s events included an on-site retail partnership with Target that allowed consumers to purchase products on the spot. A custom-built catwalk allowed attendees to flaunt their new Maybelline NY look and share it with friends via social media.
Finally, Color Studio went back to school with a college campus tour that provided tips, tricks and makeovers during college fashion weeks. This tactic not only raised awareness among an influential female demographic, it also created a lasting bond with a new wave of brand loyalists: Millennials.
Our work with Maybelline New York’s Color Studio extended the brand’s reach both online and offline, reinforcing its credibility and market leadership in the category. More specifically, the campaign amplified brand awareness in desired demographics, encouraged product trial, and continued to drive consumers to retail through on-site sales.
315M Total Impressions