Maybelline, Creative Strategy

MaybellineKELLY LATI

YSAY CAMUSANTON ESTEBAN

BACKGROUND

DARE TO BAREROLE OF MAKEUP

CURRENT SITUATION

DARE TO WEAR

PROBLEM

NOT YET

1here.

PROBLEM

MAKE IT

RELEVANT

Target MarketDEMOGRAPHIC

PSYCHOGRAPHIC

18-28 YOfemaleC1, B

WHY MAKEUPBEHAVIORALEVERYDAY

Insight

“It's not about creating a mask, it's about bringing out the inner you.”{ }

PURPOSE

GIVE CONSUMERS WHAT THEY WANT.

LET THEM BRING OUT THEIR INNER BEAUTY.

Strategic Message

If you want your inner you to shine through, use Maybelline

mascara.{ }

LeverageDELIVERS ITS PROMISE

DELIVERS ITS PROMISE

Leverage

physical beauty?

WE SELL INNER BEAUTY.

TAGLINE

“REVEAL WHAT’S REAL.”

Conclusion IN THE SEARCH

FOR BEAUTY, INNER BEAUTY HAS BEEN FORGOTTEN.

We found it![in a hopeless place]