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Year:
2017

Cooperation:
McCann Worldgroup

Profs:
Richard Jung, Thorsten Kraus

Team:
Luke Prangen, Kevin Mohr, Yekaterina Milashenko, Ümüt Yildiz, Anna Dalege

Used media:
TV, cinema, YouTube, digital OOH, Print, Instagram, Snapchat, Microsite, Influencer


The Generation Z, Maybelline’s core target group, does not identify with perfect looking models. It focusses itself on being unique and individual.

By telling real stories and authentic characters instead of top models, Maybelline regains the target groups trust. Make-up is no longer used to perfect oneself, but as a tool to reach special.