Maybelline New York — Buttercream Lip Launch
This launch campaign introduced Maybelline’s Buttercream lipstick as a rich, indulgent alternative to a dull and predictable natural lipstick market. The creative strategy focused on breaking through the category's standard, understated aesthetic by injecting vibrant energy and rich texture macros into the visual direction. By balancing clean product close-ups with lively lifestyle content, my team and I built a fresh campaign toolkit that made a mass-market natural lipstick rollout feel completely irresistible.
COLOR SO YUMMY.
YOU CAN TASTE IT.
2022 campaign
Yummy ASMR
For our digital video we wanted to make sure the sensorial feeling of the lipstick came across. So we partnered Claire Benoist’s yummy textures with some ASMR SFXs.
MY ROLE: CREATIVE DIRECTOR
COPYWRITER: KAREN MCINTYRE
Beauty Director & Photographer: Jennifer Massaux
Product Director & Photographer: Claire Benoist
EDIT: LVLY - JOE SIEGEL
RETOUCHING: NORKIN
AGENCY: GOTHAM
