Maybelline New York cosmetics recently turned 100 last month. How does this global cosmetics giant continue to remain relevant to millennials, attract teenagers and young adults at the same time?
We examine at the success of the #NoMaybes Campaign and share our thoughts on what worked perfectly for the beauty brand and what didn't.
1) Choosing An Iconic Face
Model of the moment or social media icon Gigi Hadid who's close friends with Taylor Swift and Kendall Jenner - both strong pop and cultural icons of the 21st century was chosen to be the new face of Maybelline.
20-year-old Gigi who resides in New York is from California. The celebrity model Gigi Hadid who is big on social media is touted to be the next Cara Delevingne.
Gigi's has 4.5 million followers on Instagram while Maybelline has 1.1 million, reflecting the brand's struggle to appeal to Gen Z fans. Generation Z refers to a group of people born after the Millennial generation. Anyone born in the mid or late 1990s, or from the mid 2000s to the present day are considered to fall under the Gen Z category.
2) #NoMaybes Campaign
The campaign idea is all about being yourself and that one need not conform to the rigid rules set by society. If you feel like it, wear extra color make-up to work. Women no longer need to feel judged and constrain themselves to muted, toned-down colours just like Gigi Hadid in the commercial.
Empowerment, freedom and rights appeal to the Gen Z
"Gone are the days of letting self-doubt stop us from owning every version of ourselves. Now’s the time to hide nothing."
Maybelline's Summer campaign tagline of "Hide nothing. Show off everything. With no regrets, no apologies, and definitely #NoMaybes" strongly appealed to the younger group of their target audience who are called to be "bold and daring" in expressing themselves with make-up.
Openly gay model, DJ and OINTB (Orange is The New Black) actress Ruby Rose also starred in the one minute Maybelline commercial.
3) Lessons Learnt
Better Representation of Races
What they could have been done better in the Maybelline campaign would be to use an Asian model or icon to represent the largely sidelined or ignored Asian market in America.
The Pros and Cons of Reusing Content
Re-purposing content from one social network to another may create better recollection of brand marketing messages. However, re-using too much of the same content on a brand's various social media channels can become detrimental to a brand. Some fans may even find it a turn-off as repetitive ads can come across as spam.
Bear in mind that not all content are created equally and each social media channel's user base has their own unique way of content consumption hence the same content posted on a different channel may not perform as well as compared to another.
Learn how to start your very own content marketing campaign for your brand. Contact us for a friendly discussion on how we can create effective engagement for your social media outreach using a results-orientated strategy.