Super Cushion: Ultra-Cover / Bright Glow / Combo

ASIA / SOUTH EAST ASIA / EUROPE

Film / Digital / Print / POS / In-store

Global Model: Gigi Hadid

Chinese Actress: Angelababy

Super Cushion Ultra Cover - Gigi Hadid :20

Asia / South east Asia / Europe
Product & Demo GIF
Product & Demo GIF
Super Cushion Ultra Cover - Print/POS
Super Cushion Ultra Cover - Print/POS

Asia / South East Asia / Europe
Super Cushion Bright Glow - POS/In-store
Super Cushion Bright Glow - POS/In-store

Asia / South East Asia / Europe
Super Cushion & Instant Age Rewind Combo - POS
Super Cushion & Instant Age Rewind Combo - POS

Asia / South East Asia / Europe
Super Cushion Ultra Cover - Angelababy :30

China / Hong Kong / Taiwan / Korea
Product & Texture GIF
Product & Texture GIF

China / Hong Kong / Taiwan / Korea

CS Popstick Lip Tint

US / CANADA / S AMERICA / EUROPE

TV / Print / POS / In-store

Global Models: Charlotte Free, Emily DiDonato, Julia Stegner, Lisalla Montenegro

A lip tint for the younger target (Females 15-25).

Product Demo - Digital GIF
Product Demo - Digital GIF
Color Sensational POPSTICKS :30
CS POPSTICKS Mood Video 1:15
Color Sensational POPSTICKS - Print/POS
Color Sensational POPSTICKS - Print/POS
Color Sensational POPSTICKS - Print/POS
Color Sensational POPSTICKS - Print/POS

Color Show Nail / Lip / Eye

GLOBAL

TV / Print / Online / POS / In-store

Global Models: Jourdan Dunn, Marloes Horst, Cris Urena, Kemp Muhl, Charlotte Free, Jessica White, Emily DiDonato, Julia Stegner, Shu-Pei Qin, Freja Beha Erichsen, Erin Watson, Lisalla Montenegro, Frida Gustavsson

Color Show Nail :20
Color Show Nail - Mood Video :60
Color Show NAIL - Soho Colors
Color Show NAIL - Soho Colors
Color Show NAIL - Downtown Colors
Color Show NAIL - Downtown Colors
Color Show NAIL - Uptown Colors
Color Show NAIL - Uptown Colors
Color Show NAIL - Park Avenue Colors
Color Show NAIL - Park Avenue Colors
Color Show NAIL - NY Top Coats
Color Show NAIL - NY Top Coats
Color Show NAIL - Summer Colors
Color Show NAIL - Summer Colors
Color Show NAIL - Teaser
Color Show NAIL - Teaser
Color Show NAIL - Teaser
Color Show NAIL - Teaser
Color Show NAIL - Print/POS
Color Show NAIL - Print/POS
Color Show - TEASER
Color Show - TEASER
Color Show EYE
Color Show EYE
Color Show LIP
Color Show LIP
Color Show NAIL - Denim Line
Color Show NAIL - Denim Line
Color Show NAIL - Midnight Brights Line
Color Show NAIL - Midnight Brights Line
Color Show NAIL - Polka Dots Line
Color Show NAIL - Polka Dots Line
Color Show NAIL - Shredded Line
Color Show NAIL - Shredded Line
Color Show NAIL - Hot Colors Line
Color Show NAIL - Hot Colors Line
Color Show NAIL - Metallics Line
Color Show NAIL - Metallics Line
Color Show NAIL - Acid Wash Line
Color Show NAIL - Acid Wash Line
Color Show NAIL - Neon Line
Color Show NAIL - Neon Line
Color Show NAIL - Sequins Line
Color Show NAIL - Sequins Line
Color Show NAIL - Stickers Line
Color Show NAIL - Stickers Line
Color Show NAIL - Stickers Line
Color Show NAIL - Stickers Line
Color Show NAIL - Leathers Line
Color Show NAIL - Leathers Line
Color Show NAIL - Polka Dots Line - POS
Color Show NAIL - Polka Dots Line - POS
Color Show NAIL - Acid Wash Line - POS
Color Show NAIL - Acid Wash Line - POS
Color Show NAIL - Stickers Line - POS
Color Show NAIL - Stickers Line - POS
Color Show NAIL - Holographic Line
Color Show NAIL - Holographic Line
Color Show NAIL - Stick On Mirrors Line
Color Show NAIL - Stick On Mirrors Line
Color Show NAIL - Polka Dots Line
Color Show NAIL - Polka Dots Line
Color Show EYELINER
Color Show EYELINER
Color Show NAIL - Metal Shock Line
Color Show NAIL - Metal Shock Line
Color Show NAIL - Metallics Line
Color Show NAIL - Metallics Line
Color Show NAIL - POS Display
Color Show NAIL - POS Display
Color Show NAIL - Hot Colors Line
Color Show NAIL - Hot Colors Line
Color Show NAIL - Polka Dots Line
Color Show NAIL - Polka Dots Line
Color Show NAIL - Brocade Line
Color Show NAIL - Brocade Line
Color Show NAIL - Falsies Line
Color Show NAIL - Falsies Line
Color Show NAIL - Vintage Leather Line
Color Show NAIL - Vintage Leather Line
Color Show NAIL - Tattoo Line
Color Show NAIL - Tattoo Line
Color Show NAIL - Stencils Line
Color Show NAIL - Stencils Line
Color Show NAIL - Holographic Line
Color Show NAIL - Holographic Line
Color Show NAIL - Mirror Stickers
Color Show NAIL - Mirror Stickers
Color Show NAIL - Falsies Line
Color Show NAIL - Falsies Line
Color Show NAIL - Neons Line
Color Show NAIL - Neons Line
Color Show NAIL - Nude Line
Color Show NAIL - Nude Line
Color Show NAIL - Sequins
Color Show NAIL - Sequins
Color Show NAIL - Tattoo Line
Color Show NAIL - Tattoo Line
Color Show NAIL - Bleached Neon Line
Color Show NAIL - Bleached Neon Line
Color Show EYE
Color Show EYE
Color Show NAIL - Crystals Line
Color Show NAIL - Crystals Line
Color Show EYE
Color Show EYE
Color Show EYE
Color Show EYE

Lash Stiletto Mascara: ORIGINAL & COMBO

GLOBAL

TV / Print / Online / POS/ In-store

Global Models: Julia Stegner, Emily DiDonato, Jessica White, Kemp Muhl

Product Demo - Digital GIF
Product Demo - Digital GIF
Lash Stiletto Length Mascara - Launch :30
Lash Stiletto #1 Length Mascara - Refresh :30
Lash Stiletto LENGTH Mascara - Print/POS
Lash Stiletto LENGTH Mascara - Print/POS
Lash Stiletto STRETCH & SHINE Mascara - Print & POS
Lash Stiletto STRETCH & SHINE Mascara - Print & POS
Stiletto COMBO Family Mascara :30
Lash Stiletto COMBO Mascara - Print/POS
Lash Stiletto COMBO Mascara - Print/POS
Stiletto SEQUINS Mascara :10
Lash Stiletto SEQUINS Mascara - Print/POS
Lash Stiletto SEQUINS Mascara - Print/POS
Lash Stiletto ILLEGAL BLACK Mascara - Print & POS
Lash Stiletto ILLEGAL BLACK Mascara - Print & POS
Lash Stiletto WATERPROOF Mascara - Print & POS
Lash Stiletto WATERPROOF Mascara - Print & POS
Lash Stiletto LIQUID LINER - Print/POS
Lash Stiletto LIQUID LINER - Print/POS

Color Whisper Lip-Gel-Color

US / CANADA / S AMERICA / EUROPE

TV / Print / Online / POS/ In-store

Global Models: Charlotte Free, Kemp Muhl, Freja Beha Erichsen

A Lip-Gel-Color launched for younger girls (target: females 15-25).

Color Whisper Lip-Gel-Color - Video :60
Color Whisper Lip-Gel-Color :30
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS

Global
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS
Color Whisper Lip-Gel-Color - Print/POS

US
Color Whisper Lip-Gel-Color: Bookmarks
Color Whisper Lip-Gel-Color: Bookmarks
Color Whisper Lip-Gel-Color: Print Tip-In Front
Color Whisper Lip-Gel-Color: Print Tip-In Front
Color Whisper Lip-Gel-Color: Print Tip-In Back
Color Whisper Lip-Gel-Color: Print Tip-In Back
Color Whisper Lip-Gel-Color: Print Stickers Front
Color Whisper Lip-Gel-Color: Print Stickers Front
Color Whisper Lip-Gel-Color: Print Stickers Inside
Color Whisper Lip-Gel-Color: Print Stickers Inside

Dream Matte Mousse Renovation

GLOBAL

TV / Print / Online / POS/ In-store

Global Models: Kemp Muhl, Jessica White, Emily DiDonato

Product Demo - Digital GIF
Product Demo - Digital GIF
Dream Matte Mousse :30
Dream Matte Mousse - Video 1:15
Dream Matte Mousse - Print/POS
Dream Matte Mousse - Print/POS
Dream Matte Mousse - Print/POS
Dream Matte Mousse - Print/POS
DreamMatteMousse COTTON COMPLEX - concept
DreamMatteMousse COTTON COMPLEX - concept
Dream Matte Mousse - Print/POS
Dream Matte Mousse - Print/POS
Dream Matte Mousse - POS/In-store
Dream Matte Mousse - POS/In-store

Palette: The Rock Nudes

GLOBAL

Film / Digital / Print / POS / In-store

Global Models: Emily DiDonato, Jourdan Dunn, Cris Urena

The ROCK NUDES Palette :20
The ROCK NUDES Palette - Digital
The ROCK NUDES Palette - Digital
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - Print/POS
The ROCK NUDES Palette - POS/In-store
The ROCK NUDES Palette - POS/In-store

Illegal Length Mascara - introducing Fibers

US / CANADA / S AMERICA / EUROPE

TV / Print / Online / POS / In-store

Global Model: Kemp Muhl

Maybelline finally brought their fibers technology in mascara from the Eastern markets to the West. Asian consumers generally have shorter, more sparse and droopier lashes, so the product concept of fibers in a mascara that lengthens lashes, didn't smudge, and washes off easily in warm water worked extremely well in Asia. The same product concept did not tested well with Western consumers, whom generally have longer and upward-curving lashes. The mascara washing off in lash-like black tubes made Western consumers fear their lashes were actually falling off. Maybelline waited a long time before bringing their fiber technology over to the West. The formula was adjusted in the Western launch without the easy water washing off the formula.

Product Demo - Digital GIF
Product Demo - Digital GIF
illegal Length Mascara - Launch - US :30
illegal Length Mascara - Launch - GLOBAL :30
illegal Length Mascara - US Print/POS
illegal Length Mascara - US Print/POS
illegal Length Mascara - GLOBAL Print/POS
illegal Length Mascara - GLOBAL Print/POS
illegal Definition Mascara - chosen concept
illegal Definition Mascara - chosen concept
illegal Definition Mascara - Print/POS
illegal Definition Mascara - Print/POS
Concept - Product 2 - 70% Longer Lashes
Concept - Product 2 - 70% Longer Lashes
Concept - Product 3 - Curve Lashes
Concept - Product 3 - Curve Lashes
Concept - Product 1 - 4mm Lengthening
Concept - Product 1 - 4mm Lengthening
Concept - Product 1 - 4mm Lengthening
Concept - Product 1 - 4mm Lengthening

CS Powder Mattes LipColor

N. America / S. America / Europe

Film / TV / Digital / Print / In-store / POS

models: Adriana Lima, Jourdan Dunn, Daniela de Jesus, Brittany Noon

CS Powder Mattes LipColor :20
Product Application GIF
Product Application GIF
CS Powder Mattes - Print/POS
CS Powder Mattes - Print/POS
CS Powder Mattes - Print/POS
CS Powder Mattes - Print/POS
CS Powder Mattes - Print/POS
CS Powder Mattes - Print/POS

Color ELIXIR Lip Lacquer

GLOBAL LAUNCH

TV / Print / Online / OOH / POS / In-store

Global Models: Emily DiDonato, Jessica White, Daniela de Jesus

Color ELIXIR Lip Lacquer - Launch Video 1:15

This 1:15 launch video premiered on TV Awards show 1X and then continued to run online.
Color ELIXIR Lip Lacquer - Launch :30
Product Demo GIF
Product Demo GIF
Color ELIXIR Lip Lacquer - Print/OOH/POS
Color ELIXIR Lip Lacquer - Print/OOH/POS
Color ELIXIR Lip Lacquer - Print/OOH/POS
Color ELIXIR Lip Lacquer - Print/OOH/POS
Color ELIXIR Lip Lacquer - Print/OOH/POS
Color ELIXIR Lip Lacquer - Print/OOH/POS

Pulse Perfection Mascara (Vibrating Brush)

US / CANADA / S. AMERICA / EUROPE

TV / Print / Online / POS / In-store

Global Models: Christy Turlington, Emily DiDonato, Anna Wang, Jessica White

Revolutionary battery operated motor inside vibrating brush technology in a mascara. This allows a perfect lash application every time.

Product Demo - Digital GIF
Product Demo - Digital GIF
Pulse Perfection Mascara - Refresh :30
Pulse Perfection Mascara - Launch :30
Pulse Perfection Mascara - Online Educational :30
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection Mascara - Print/POS
Pulse Perfection GRO Mascara - Print/POS
Pulse Perfection GRO Mascara - Print/POS

product franchise extension

Palette: The Blush Nudes

GLOBAL

Film / Digital / Print / POS / In-store

Global Models: Adriana Lima, Jessica White, Kemp Muhl

The Blushed Nudes Palette :20
The Blushed Nudes Palette - Digital
The Blushed Nudes Palette - Digital
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS
The Blushed Nudes Palette - Print/POS

CS Shine Gloss & CS Vivids

US / CANADA / S. AMERICA / EUROPE

 TV / Print / POS / In-store

Global Models: Erin Wasson, Jessica White, Emily DiDonato, Lisalla Montenegro, Kemp Muhl, Frida Gustavsson, Julia Stegner.

Product extensions within the Color Sensational franchise.

Color Sensational SHINE GLOSS :30
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational SHINE GLOSS - Print/POS
Color Sensational VIVIDS :15
Color Sensational VIVIDS - Concept
Color Sensational VIVIDS - Concept
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS
Color Sensational VIVIDS - Print/POS

CS Creamy Mattes LipColor

US / CANADA / S. AMERICA / EUROPE

TV / Print / POS / In-store

Global Model: Adriana Lima, Kemp Muhl, Jourdan Dunn

Color Sensational Creamy Mattes :20

Color Sensational Creamy Mattes - Print/POS
Color Sensational Creamy Mattes - Print/POS

Color Sensational Creamy Mattes - Print/POS
Color Sensational Creamy Mattes - Print/POS

Color Sensational Creamy Mattes - Print/POS
Color Sensational Creamy Mattes - Print/POS

Lash Stiletto Mascara: VOLUPTUOUS VOLUME

GLOBAL

TV / Print / POS / In-store

Global Models: Julia Stegner, Emily DiDonato, Jessica White, Kemp Muhl

Lash Stiletto Voluptuous Mascara - Refresh :30
Product Demo GIF
Product Demo GIF
Lash Stiletto Voluptuous Mascara - Launch :30
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Print/POS
Lash Stiletto Voluptuous Mascara - Concept
Lash Stiletto Voluptuous Mascara - Concept
Lash Stiletto Voluptuous Mascara - POS/In-store
Lash Stiletto Voluptuous Mascara - POS/In-store

Define-A-Lash Mascara: ORIGINAL & DUO

GLOBAL LAUNCH & AWARDS WINNER

TV / Print / OOH / POS / In-store

Global Model: Christy Burlington, Tomiko Fraser

Define-A-Lash Mascara - Launch - Print/OOH/POS
Define-A-Lash Mascara - Launch - Print/OOH/POS

Define-A-Lash Mascara - Launch :30
Define-A-Lash Results
Define-A-Lash Results
Define-A-Lash Awards
Define-A-Lash Awards
Define-A-Lash Mascara - Launch :15
Define-A-Lash Mascara - Christy Single Page
Define-A-Lash Mascara - Christy Single Page
Define-A-Lash Mascara - Tomiko Single Page
Define-A-Lash Mascara - Tomiko Single Page
Define-A-Lash Mascara - POS/In store
Define-A-Lash Mascara - POS/In store
Define-A-Lash AME competition video

AME Award Winner
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash DELUX BLACK Mascaras - Concept
Define-A-Lash ILLEGAL LENGTH Mascara - Concept
Define-A-Lash ILLEGAL LENGTH Mascara - Concept

Define-A-Lash Mascara: VOLUME & LIQUID LINER

GLOBAL

TV / Print / OOH / POS / In-store

Global Model: Christy Turlington

Define-A-Lash Volume Mascara - Print/OOH/POS
Define-A-Lash Volume Mascara - Print/OOH/POS
Define-A-Lash Volume Mascara - Launch :30
Define-A-Lash Volume Mascara - Refresh :30
Define-A-Lash DIAMOND BLACK Mascara - Print/POS
Define-A-Lash DIAMOND BLACK Mascara - Print/POS
Define-A-Lash #1 COMBO Mascara
Define-A-Lash #1 COMBO Mascara
Define-A-Lash #1 COMBO Mascara
Define-A-Lash #1 COMBO Mascara
Define-A-Lash Volume Mascara - OOH
Define-A-Lash Volume Mascara - OOH
Define-A-Lash Volume Mascara - POS/In-store
Define-A-Lash Volume Mascara - POS/In-store
Define-A-Lash Volume Mascara - French :30

Define-A-Lash: BROW / LINER / LIPGLOSS / EYE SHADOW

GLOBAL

Print / OOH / POS / In-store

Global Model: Christy Turlington

Define-A-Lash LIQUID LINER - Print/POS
Define-A-Lash LIQUID LINER - Print/POS
Define-A-Lash SHADOW STICK - Print/POS
Define-A-Lash SHADOW STICK - Print/POS
Define-A-Lash EYE BROW PENCIL - Print/POS
Define-A-Lash EYE BROW PENCIL - Print/POS
Define-A-Lash EYELINER - Print/POS
Define-A-Lash EYELINER - Print/POS
Define-A-Lash LIPGLOSS - Concept
Define-A-Lash LIPGLOSS - Concept

Concept to shoot
Define-A-Lash LIPGLOSS - concept
Define-A-Lash LIPGLOSS - concept

Concept to shoot

WaterShine LipColor & LipGloss

EUROPE / ASIA / CANADA / SOUTH AMERICA

TV / Print / POS / In-store

Global Models: Kemp Muhl, Emily DiDonato

Chinese Actress: Zhang Zhi-Yi (for Asia)

The #1 LipColor in Europe, Asia, and South America for years, until Maybelline made the business decision to put all the lip category resources into one new global lip franchise, namely the new Color Sensational Lip Color.

WaterShine LipColor - Global :30
WaterShine LipColor - Print/POS
WaterShine LipColor - Print/POS
WaterShine LIP GLOSS - Print/POS
WaterShine LIP GLOSS - Print/POS
WaterShine JUICY COOLERS - Print/POS
WaterShine JUICY COOLERS - Print/POS
WaterShine TRINITY GOLD COLLAGEN GLOSS - Print/POS
WaterShine TRINITY GOLD COLLAGEN GLOSS - Print/POS
WaterShine DIAMOND LipColor :15
WaterShine DIAMOND LipColor - Print/POS
WaterShine DIAMOND LipColor - Print/POS
WaterShine COLLAGEN SERUM - Print/POS
WaterShine COLLAGEN SERUM - Print/POS
WaterShine COLLAGEN SERUM - POS/In-store
WaterShine COLLAGEN SERUM - POS/In-store
WaterShine CARATS LipColor - Print/POS
WaterShine CARATS LipColor - Print/POS

Palette: The Nudes

GLOBAL

Film / TV / Digital / Print / POS / In-store

Global Models: Emily DiDonato, Jourdan Dunn, Daniela de Jesus

The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette :15
The Nudes Palette - Digital
The Nudes Palette - Digital
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS

Asia
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS
The Nudes Palette - Print/POS

Minerals: Powder & Liquid Foundation

GLOBAL LAUNCH

360 Degree Campaign: TV / Print / Online / Collateral / In-store / Events

Maybelline was last to introduce Mineral makeup in the US and historically weak in the facial segment. Not only that, Maybelline had to go global. This was one of Maybelline’s first 360 degree campaigns launched globally to introduce a new form of makeup, Minerals. In the US, it was launched under the name "Mineral Power" and in the rest of the world under "Pure Mineral."

Global Models: Julia Stegner, Anna Wang, Jessica White

Chinese Actress: Zhang Zhi-Yi (for Asia)

Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Page 1 of a 4 pages advertorial #1
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Pages 2 & 3 of a 4 pages advertorial #1
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Page 4 of a 4 pages advertorial #1
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Global name & copy (except US)
Launch Challenge
Launch Challenge
360˙Campaign Results
360˙Campaign Results
Mineral Power POWDER Foundation - Launch :30
Mineral Power POWDER Foundation - Refresh :30
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Page 1 of a 4 pages advertorial #2
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Pages 2 & 3 of a 4 pages advertorial #2
Pure Mineral POWDER - Print/POS
Pure Mineral POWDER - Print/POS

Page 4 of a 4 pages advertorial #2
Mineral Power POWDER - Print/POS
Mineral Power POWDER - Print/POS

US name & copy
Mineral Power POWDER - Print/POS
Mineral Power POWDER - Print/POS

US name & copy
Mineral Power POWDER - Print/POS
Mineral Power POWDER - Print/POS

US name & copy
Mineral Power AME competition video

AME Award Winner
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Concept Chosen

Concept idea sold
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Print/POS
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power POWDER - Refresh Concept Chosen
Mineral Power LIQUID Foundation - Launch :30
Mineral Power LIQUID Foundation - Refresh :30
Pure Mineral LIQUID - Print/POS
Pure Mineral LIQUID - Print/POS

Global name & copy
Mineral Powder LIQUID - Print/POS
Mineral Powder LIQUID - Print/POS

US name & copy
Mineral Powder LIQUID - Print/POS
Mineral Powder LIQUID - Print/POS

US name & copy
Pure Mineral LIQUID - Print/POS
Pure Mineral LIQUID - Print/POS

Asia name & copy
Mineral Power LIQUID Foundation - Refresh Print/POS
Mineral Power LIQUID Foundation - Refresh Print/POS
Pure Mineral LIQUID Foundation - Refresh Print/POS
Pure Mineral LIQUID Foundation - Refresh Print/POS
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea
Pure Mineral LIQUID - Alt Concept Idea

Lip Polish & Color Elixir Refresh

US / EUROPE / ASIA

TV / Print / POS / In-store

Global Model: Emily DiDonato, Frida Gustavsson, Jessica White

Lip Polish - Print/POS
Lip Polish - Print/POS

Asia
Lip Polish - Print/POS
Lip Polish - Print/POS

Asia
CS Color ELIXIR Refresh :15

US / Europe / Asia

Palette: The 24Karat Nudes

GLOBAL

Film / Digital / Print / POS / In-store

Global Models: Emily DiDonato, I-Hua Wu, Herieth Paul

The 24Karat NUDES Palette :15
The 24Karat Nudes Palette - Digital
The 24Karat Nudes Palette - Digital
The 24Karat Nudes Palette - Print/POS
The 24Karat Nudes Palette - Print/POS
The 24Karat Nudes Palette - Print/POS
The 24Karat Nudes Palette - Print/POS
The 24Karat Nudes Palette - Print/POS
The 24Karat Nudes Palette - Print/POS

Eye Liners

US / EUROPE / ASIA

Print / POS / In-store

Global Models: Gigi Hadid, Kemp Muhl, Emily DiDonato

Indonesian Jazz Singer & Film Actress: Eva Celia

Lasting Drama Black Shock Gel Pen Liner - POS
Lasting Drama Black Shock Gel Pen Liner - POS
Hyper Tight Liner - Print/POS
Hyper Tight Liner - Print/POS
Master Precise Skinny Liner - US :15
Hyper Sharp Fashion Liner - Print/POS
Hyper Sharp Fashion Liner - Print/POS
Hyper Matte Liquid Liner - Print/POS
Hyper Matte Liquid Liner - Print/POS

ASEAN - Indonesia

CS Rebel Bloom LipColor

US / CANADA / S AMERICA / EUROPE

TV / Print / Online / POS / In-store

Global Models: Jourdan Dunn, Kemp Muhl, Marloes Horst

Product extension of the Color Sensational franchise.

Product Demo - Digital GIF
Product Demo - Digital GIF
Color Sensational Rebel Bloom LipColor - Video :30

Digital & POS
Color Sensational Rebel Bloom LipColor - Jourdan :15

US / CANADA / S AMERICA
Color Sensational Rebel Bloom LipColor - Marloes :15

EUROPE
Color Sensational Rebel Bloom LipColor - POS/In-store
Color Sensational Rebel Bloom LipColor - POS/In-store
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bloom LipColor - Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bouquet LipColor - Alt Print/POS
Color Sensational Rebel Bloom LipColor - POS/In-store
Color Sensational Rebel Bloom LipColor - POS/In-store

Lash Sensensation Full Fan Mascara - Refresh

US / CANADA / S. AMERICA / EUROPE

Refresh Campaign 2017-2018

TV / Print / Online / POS/ In-store

Global Model: Christy Turlington

Lash Sensation FULL FAN Mascara - Print/POS
Lash Sensation FULL FAN Mascara - Print/POS
Lash Sensational PRIMER Mascara - Print/POS
Lash Sensational PRIMER Mascara - Print/POS
Lash Sensational FULL FAN Mascara :20
Lash Sensational CURVITUDE LINER :05 Tag

Europe
Lash Sensational FULL FAN Mascara - Print/POS
Lash Sensational FULL FAN Mascara - Print/POS

China / Hong Kong / Taiwan / Korea
Lash Sensational PRIMER Mascara - Print/POS
Lash Sensational PRIMER Mascara - Print/POS

Asia

Color Sensational LipColor Restage

GLOBAL

TV / Print / Online / POS/ In-store

Global Models: Emily DiDonato, Jessica White, Daniela de Jesus, Julia Stegner, Christy Turlington, Kemp Muhl

 

CS PLUMS Product Demo - Digital GIF
CS PLUMS Product Demo - Digital GIF
Color Sensational PLUMS :15
Color Sensational PLUMS - Print/POS
Color Sensational PLUMS - Print/POS
Color Sensational STRIPPED NUDES :20

Global name: Stripped Nudes / US name: The Buffs
Color Sensational STRIPPED NUDES - Print/POS
Color Sensational STRIPPED NUDES - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational STRIPPED NUDES - Print/POS
Color Sensational STRIPPED NUDES - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational STRIPPED NUDES - Print/POS
Color Sensational STRIPPED NUDES - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational THE BUFFS - Print/POS
Color Sensational THE BUFFS - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational THE BUFFS - Print/POS
Color Sensational THE BUFFS - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational THE BUFFS - Print/POS
Color Sensational THE BUFFS - Print/POS

Global name: Stripped Nudes / US name: The Buffs
Color Sensational REDS - Concept 1
Color Sensational REDS - Concept 1

chosen & executed
Color Sensational PINKS - Concept 1
Color Sensational PINKS - Concept 1

chosen & executed
Color Sensational NUDES - Concept 1
Color Sensational NUDES - Concept 1

chosen & executed above
Color Sensational PLUMS - Concept 1
Color Sensational PLUMS - Concept 1

chosen & executed above
Color Sensational REDS - Concept 2
Color Sensational REDS - Concept 2
Color Sensational PINKS - Concept 2
Color Sensational PINKS - Concept 2
Color Sensational NUDES - Concept 2
Color Sensational NUDES - Concept 2
Color Sensational PLUMS - Concept 2
Color Sensational PLUMS - Concept 2
Color Sensational REDS - Concept 3
Color Sensational REDS - Concept 3
Color Sensational PINKS - Concept 3
Color Sensational PINKS - Concept 3
Color Sensational NUDES - Concept 3
Color Sensational NUDES - Concept 3
Color Sensational PLUMS - Concept 3
Color Sensational PLUMS - Concept 3

Dream Fresh BB Cream

WESTERN LAUNCH

TV / Print / POS / In-store

Models: Kemp Muhl, Julia Stegner, Emily DiDonato, Jessica White

Long before BB cream was introduced to the Western markets by various cosmetic brands, it was already the most popular healthy skin makeup foundation choice in the Eastern markets. Maybelline introduced BB cream to their Western markets in 2013.

Dream Fresh BB Cream - Print/POS
Dream Fresh BB Cream - Print/POS
Dream Fresh BB Cream :30
Dream Fresh BB Cream - Print/POS
Dream Fresh BB Cream - Print/POS
Dream BB Fresh - Print/POS
Dream BB Fresh - Print/POS

Refresh 2016
Dream Fresh BB Cream - Single page
Dream Fresh BB Cream - Single page
Dream Fresh BB Cream - Single page
Dream Fresh BB Cream - Single page
Dream Fresh BB Cream - POS/In-store
Dream Fresh BB Cream - POS/In-store
Dream Pure BB CORRECTOR - Print/POS
Dream Pure BB CORRECTOR - Print/POS
Dream BB GO SMOOTH - Print/POS
Dream BB GO SMOOTH - Print/POS
Dream BB GO MATTE - Print/POS
Dream BB GO MATTE - Print/POS

ExpertWear Eye Shadow

US / Canada / S. America / Asia

Print / POS / In-store

Global Models: Chisty Turlington, Frida Gustavsson, Daniela de Jesus, Jessica White, Erin Wasson, Tomiko Fraser

Chinese Actress: Zhang Zhi-Yi

ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS
ExpertWear Eye Shadow - Print/POS

Dream FOAM / BLUSH / SUN

GLOBAL

TV / Print / POS / In-store

Global Model: Emily DiDonato, Julia Stegner, Jessica White, Lisalla Montenegro

Taiwanese Actress: Annie (Wei-Ni) Chen (for Asia)

Dream BOUNCY BLUSH - Print/POS
Dream BOUNCY BLUSH - Print/POS
Dream BOUNCY BLUSH :10
Dream NUDE AIR FOAM :30
Dream NUDE AIR FOAM - Print/POS
Dream NUDE AIR FOAM - Print/POS
Dream NUDE AIR FOAM - Print/POS
Dream NUDE AIR FOAM - Print/POS
Dream NUDE AIR FOAM - Print/POS
Dream NUDE AIR FOAM - Print/POS
Dream SUN BRONZE POWDER - Print/POS
Dream SUN BRONZE POWDER - Print/POS
Dream SUN SURF SPRAY - Print/POS
Dream SUN SURF SPRAY - Print/POS

Minerals: LipColor / Blush / Concealer / Mascara / Eye Shadow

GLOBAL

TV / Print / Online / POS / In-store

Maybelline launched the new category of mineral makeup in powder and liquid foundation first, then followed by minerals lip color, blush, concealer, eye shadow and mascara. In the US, all mineral products were launched under the name "Mineral Power" and in the rest of the world under "Pure Mineral."

Global Models: Kemp Muhl, Julia Stegner

Chinese Actress: Zhang Zhi-Yi (for Asia)

Mineral Power LIPCOLOR - Print/POS
Mineral Power LIPCOLOR - Print/POS

US name (Global name: Pure Mineral LipColor)
Mineral Power LIPCOLOR :20
Mineral Power BLUSH :05
Mineral Power BLUSH - Print/POS
Mineral Power BLUSH - Print/POS

US name (Global name: Pure Mineral BLUSH)
Mineral Power CONCEALER :05
Mineral Power CONCEALER - Print/POS
Mineral Power CONCEALER - Print/POS

US name
Mineral Power EYE SHADOW - Concept to shoot
Mineral Power EYE SHADOW - Concept to shoot
Mineral Power MASCARA - Print/POS
Mineral Power MASCARA - Print/POS
Mineral Power LUMINOUS GLOW - Concept to shoot
Mineral Power LUMINOUS GLOW - Concept to shoot
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