Twice Top 10 Best Digital Campaign
BACKGROUND
The matte liquid lip has a long lasting formula and intense color pay-off, yet, its strong reputation for being dry, heavy on the lips if being applied with a thick layer and leave users with uncomfortable feelings. While SuperStay Matte Ink is available, it’s thicker formula and higher price tag makes it a harder sell for this consumer. MNY will introduce Sensational Liquid Matte as an affordable, weightless alternative.
STRATEGY & IDEA
- ‘FEELS SO LIGHT, YOU CAN BEAT BOX’ We positioned Sensational Liquid Matte as a weightless, comfortable and competitively-priced matte liquid that glides on smoothly – without cracking or drying – and creates high-impact color. Sensational liquid matte from Maybelline New York - the hottest, the lightest technology that gives you a care-free lips look: Matte intensity never felt so light, you can beat box.
- TOUCHPOINTS: iTVC, Hero film, KOL, Social, Tiktok Challenge, Bumper Ads
RESULTS
105% sales KPI
No. 1 lipstick franchise of Loreal CPD in 1st month of launch
Owned the lip pucker signature
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