The cohesion between the media and creative strategies made this campaign stand out on the cluttered streets of Manhattan.
The creative design accentuated the female facial features, specifically the eyes and lips, with vibrant and brilliant colors. These images highlighted the faces of famous supermodels, framing Maybelline as a beauty icon of equal caliber, while showing off the bold makeup products and fashionweek sponsorship.
Out of home was used as a a key strategic vehicle for Maybelline because it is a primary medium used by fashion clients in New York City and allowed for high impact in and domination of the Lincoln Center area where Fashion Week shows and events occur. Tactical and targeted out of home also enabled Maybelline to extend coverage and presence to penetrate other areas of Manhattan where fashionistas live, work, and play.
Large format mediums offer the ability for Maybelline to outshine the rest of the competition during Fashion Week while showcasing products.
Media and flighting (where possible) were concentrated to the weeks leading up to and the duration of Fashion Week. The plan was focused on the New York market, specifically in Manhattan and reaching important neighborhoods like Lincoln Center, Meatpacking District, Soho, and Midtown.