In New Zealand, Maybelline is well known for its mascara, and its ‘eye’ category products perform extremely well. But the ‘face’ category (foundation, bronzers, concealers etc) hasn’t traditionally enjoyed the same success, due to low awareness and a lack of confidence around the best way to apply foundation.
And, as a ‘self-select’ brand, stocked on shelves in supermarkets and department stores, Maybelline can’t rely on personal service to help women get over these hurdles. So to drive sales, we needed to develop a campaign that directly addressed these issues.
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