Role: Strategic Planner
Client: L'oreal
Industry: Beauty
Platform: IG
Location: Berlin
Year: 2015
Context
In the current cultural climate, makeup has undergone a transformation, evolving into a symbol of personal empowerment and self-expression. People across generations are embracing makeup as a means of asserting their individuality and challenging societal norms. It has become a tool for breaking free from traditional constraints and embracing one's true self. Social media platforms have played a pivotal role in this shift, allowing individuals to showcase their unique styles and connect with others who share similar values.
The Problem
The barrier Maybelline faced was the increasing scepticism of millennials towards traditional advertising. As millennials became adept at filtering out overt promotional content, Maybelline faced the challenge of capturing their attention and building genuine connections. This needed a strategic shift towards experiential marketing initiatives that offered meaningful engagement opportunities, resonated with millennial values, and fostered authentic brand experiences.
The Insight
Makeup has no rules. For millennials, it is a form of personal expression. While societal standards have historically influenced the decision to wear makeup, millennials are reshaping these expectations. They use makeup as a statement of individuality rather than conforming to a uniform standard - Makeup is a way of expressing yourself. If you want to be bold, then be bold. If you want to be simple, be simple.
Creative strategy
The brand activation celebrated individuality over conformity. Social media initiatives, blogger partnerships, and storytelling amplified this message. The pop-up experience was designed as an immersive journey through various interactive zones, each highlighting a different aspect of makeup as a form of personal expression. From live demonstrations featuring diverse makeup artists showcasing their unique styles to interactive installations where visitors could explore different looks and experiment with the brand’s beauty products, every element of the experience emphasized individuality and self-discovery.
MY CONTRIBUTION
• Brand Activation Plan
• Communication Plan
• Cultural strategy
• Social Media Strategy
• Experiential Marketing
• Insight Development
• Creative Brief
• Trend Research
• Consumer Insights Analysis
