- Maybelline New York is bringing back “Maybe It’s Maybelline” as a jingle tailored to social media, in line with a press release.
- The modernized “Maybe It’s Maybelline” attempts to capture the spirit of New York City and a way of inclusivity and uplift. Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell, the latter a brand new addition to the brand’s ambassador team, are promoting the revamped concept.
- Maybelline launched the trouble on TikTok, chatting with the growing importance of social media for beauty and cosmetics marketers. “Maybe It’s Maybelline” can be present throughout the September campaign and play a job in future creative as well.
L’Oréal-owned Maybelline joins a growing list of marketers which might be dipping into the nostalgia well, dusting off old marketing assets and reinventing them with a watch toward young consumers. “Maybe It’s Maybelline” debuted in 1991 because the tagline “Maybe she’s born with it, perhaps it’s Maybelline” and rose to turn into one of the more recognizable phrases in marketing. Maybelline sunset the slogan in 2015, replacing it with the less memorable “Make It Happen.”
With the relaunch, “Maybe It’s Maybelline” has been reworked for a TikTok era where cosmetics trends are set by viral videos which might be often accompanied by catchy music snippets. Sonic branding agency Sixième Son developed the melody while global creative agency Gotham is behind the campaign (in addition to the unique “Maybe It’s Maybelline”).
“Our jingle captures the essence of who we’re as a brand, embodying self-confidence, authenticity, and empowerment,” said Trisha Ayyagari, global brand president for Maybelline New York, in a press statement. “It has transcended popular culture conversations, decade after decade, and we’re thrilled to reintroduce a fun and modernized version to a brand new generation of cultural innovators.”
Maybelline is counting on a team of influencers to spread the word of the jingle’s return. Hadid, Reid, Gou and Mitchell appear in a brand new ad shot within the style of a gaggle video call as they riff on the “perhaps it’s…” premise to elucidate how they achieved their looks. While “Maybe It’s Maybelline” is over 30 years old, it retains an 84% brand recall, in line with Ayyagari, underscoring how the tagline has permeated popular culture.
L’Oréal’s sales rose 5.3% on a like-for-like basis in Q2. Double-digit growth within the makeup segment was attributed to latest product launches, including Maybelline’s Sunkisser blush.
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