Maybelline: The journey to inspire Gen Z

Maybelline New York, a makeup brand, launched the Mấy Bé Lì campaign in Vietnam to connect with Gen Z.

Campaign details

Brand: Maybelline New York Lead Agency: Circus Digital/ Tiktok/ Starcom Region: APAC

Strategy

Objective

As a No.1 Makeup brand in the mass market, Maybelline New York has always associated itself with the bold & dynamic lifestyle of youngsters, gaining great brand awareness in its stride. However, in Vietnam, the brand has not been able to relate t