Maybelline
Brand Evolution
Maybelline New York is the number 1 makeup brand in the world and has been around for over 100 years. It is a brand that is inspired by New York City’s edge, attitude, inclusivity, and possibilities.
THE OPPORTUNITY
To boldly evolve the brand identity for a 100 year old color cosmetics brand.
The challenge: The delicate tightrope walk of evolution - honoring its deep-rooted DNA while forging a new brand look and feel.
KEY CONTRIBUTIONS
Omni-Channel Brand Refresh Leadership: Spearheaded a comprehensive brand refresh across all marketing channels, modernizing the brand's aesthetic while preserving its core identity and established roots. The brand refresh drove a 28% increase in global sales and a 55% improvement in brand perception.
