Campaign details
Brand: MaybellineBrand owner: L’OréalLead agency: Mindshare ChinaCountry: ChinaIndustries: Cosmetics, beauty aidsMedia channels: Events & experiential, Gaming & in-game advertisingBudget: No budget
Executive summary
As Maybelline expanded its distribution in China, we knew that appealing to girls in China's lower-tier cities would require a change in approach.
They love makeup as much as girls in upper-tier cities such as Shanghai or Beijing, but Maybelline's philosophy of beauty transformation would have a different meaning – persuading them to try completely new looks was not going to be...