Color Sensational

While Maybelline New York was widely recognized as a leader in mascara, the brand faced increasing competition in the lip category. The opportunity was to reignite excitement around lipstick and reposition the brand as a destination for bold, expressive color. To reintroduce lipstick as an essential beauty statement, we launched Color Sensational, a new product line designed to encourage women to rediscover their love of color.

CLIENT

Maybelline

New York, NY

BRIEF

Print Ads

Outdoor

ROLE

Concepting
Art Direction

Photo Direction

Image Editing

COLLABORATORS

Photographer: Kenneth Willardt

Photographer: Rich Begany
Creative Director: Elena Pavlov

Copywriter: Katy Shesh

The campaign focused on celebrating vibrant shades and the confidence that comes with wearing them. The campaign exceeded expectations, making Color Sensational the largest lip product launch of 2009 and the #1 lipstick launch of the year, significantly strengthening Maybelline’s presence in the category. A fully integrated 360° campaign brought the launch to life across promotional advertising, in-store retail, and TV channels.