Maybelline
Campaign Revision & Digital Relaunch
This project reimagines Maybelline’s iconic message for today’s digital beauty culture. The concept — Maybe It’s Real. Maybe It’s AR. Maybe It’s Maybelline. — turns the classic slogan into a social challenge inviting users to share looks created with real makeup, AR effects, or natural beauty. The campaign blends virtual and real expression while driving creativity, confidence, and engagement with a new generation.
Primary target customer
Women aged 18–28 in the U.S. who are digitally engaged, trend-conscious, and value affordable yet high-performing beauty products that enhance self-expression and individuality.
Secondary target customer
Women aged 29–39 in the U.S. who balance professional and personal life, seeking time-saving, easy-to-use beauty solutions that maintain a polished and confident look.
Women aged 18–28 in the U.S. who are digitally engaged, trend-conscious, and value affordable yet high-performing beauty products that enhance self-expression and individuality.
Secondary target customer
Women aged 29–39 in the U.S. who balance professional and personal life, seeking time-saving, easy-to-use beauty solutions that maintain a polished and confident look.
Primary target customer
Secondary target customer
Primary target customer
Secondary target customer
Primary target customer
Secondary target customer
Secondary target customer
Primary target customer