JUDY WONG

ASIA / SOUTH EAST ASIA

TV / Print / Online / POS / In-store

Chinese Actress: Angelababy

Global Model: Emily DiDonato

ASIA & SOUTH EAST ASIA

TV / Print / POS / In-store

Global Models: Julia Stegner, Emily DiDonato

The LashExte Mascara franchise was launched in 2008 to combat with the most popular mascara, Fiberwig in Japan and Asia at the time. Japan and South East Asia launched under the franchise name, LashExte, while China, Kong Kong, Taiwan, Korea launched under LongExtreme. The franchise was extremely successful, stealing substantial market shares from Fiberwig and other major competitors.

ASIA & SOUTH EAST ASIA

TV / Print / Online / POS / In-store

Global Models: Kemp Muhl, Gigi Hadid

Japan has been known as the most innovative country when it comes to new technology in cosmetics. The first country to introduce fibers in mascara, that never smudges, yet comes off with warm water. For years, competition mascara, Fiberwig held the #1 mascara seat in Japan. Maybelline introduced the LashExte Double Stretch formula in 2008, resulting in loud market share successes, but not enough to overtake that #1 mascara spot. Finally, with the new launch of Lashionista, Maybelline beat out Fiberwig in 2012 and took over the #1 mascara spot in Japan. This was huge news!

ASIA & SOUTH EAST ASIA

TV / Print / Online / POS / In-store

Global Model: Kemp Muhl

Chinese Celebrity: Angelababy

A healthy sheer lipcolor for the younger target, Females 15-25.

ASIA & SOUTH EAST ASIA

Print / Online / POS / In-store

Thailand Actress: Bella Ranee

Global Models: Kemp Muhl, Adriana Lima, Marloes Horst, Cris Urena, Charlotte Free, Emily DiDonato, Julia Stegner, Shu-Pei Qin, Frida Gustavsson

SOUTH EAST ASIA (2010-2012)

TV / Print / POS & In-store

Thailand Actress: Janie Tienphosuwan

Indonesia Pop Singer, Songwriter & Actress: Sherina Munaf

The South Eastern region of Asia (ASEAN) is very hot and humid all year round and women here typically wash their face several times a day to refresh the look and feel of their skin. Maybelline launched the ClearSmooth Powder Foundation franchise in 2010 for the specific beauty needs of these women. And popular celebrity spokespersons were used to launch the franchise. The launch was a huge success and the franchise has been the #1 powder foundation in the region since.

ASIA & SOUTH EAST ASIA

TV / Print / Online / POS / In-store

Thailand Actress: Janie Tienphosuwan

Chinese Actresses: Jelly Lin (Lin Yun), Angelababy

Global Models: Emily DiDonato, Kemp Muhl, Gigi Hadid

SOUTH EAST ASIA (2016/2017)

TV / Print / Online / POS / In-store

Thailand Actress: Yaya (Urassaya Sperbund)

The South Eastern region of Asia (ASEAN) is very hot and humid all year round and women here typically wash their face several times a day to refresh the look and feel of their skin. Maybelline launched the ClearSmooth Powder Foundation franchise in 2010 for the specific beauty needs of these women. And popular celebrity spokespersons were used to launch the franchise. The launch was a huge success and the franchise has been the #1 powder foundation in the region since.

SOUTH EAST ASIA (2015/2016)

TV / Print / Digital / POS / In-store

Thailand Actress: Yaya (Urassaya Sperbund)

Indonesian Jazz Singer & Film Actress: Eva Celia

Global Model: Kemp Muhl

The South Eastern region of Asia (ASEAN) is very hot and humid all year round and women here typically wash their face several times a day to refresh the look and feel of their skin. Maybelline launched the ClearSmooth Powder Foundation franchise in 2010 for the specific beauty needs of these women. And popular celebrity spokespersons were used to launch the franchise. The launch was a huge success and the franchise has been the #1 powder foundation in the region since.

SOUTH EAST ASIA / MIDDLE EAST / SOUTH AFRICA (2013-2014)

TV / Print / Online / POS / In-store

Thailand Actress: Janie Tienphosuwan

Indonesia Pop Singer, Songwriter & Actress: Sherina Munaf

Global Models: Kemp Muhl, Senait Gidey

The South Eastern region of Asia (ASEAN) is very hot and humid all year round and women here typically wash their face several times a day to refresh the look and feel of their skin. Maybelline launched the ClearSmooth Powder Foundation franchise in 2010 for the specific beauty needs of these women. And popular celebrity spokespersons were used to launch the franchise. The launch was a huge success and the franchise has been the #1 powder foundation in the region since. The franchise also gained popularity in the Middle Eastern countries and South Africa.

EUROPE / ASIA / CANADA / SOUTH AMERICA

TV / Print / POS / In-store

Chinese Celebrity: Zhang Zhi-Yi

Global Models: Kemp Muhl, Emily DiDonato

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 current Color Sensational LipColor.

ASIA & EUROPE

TV / Print / POS / In-store

Product was first launched in China in 2012, under the name BabeSkin. Girls in China had a huge resistance to using makeup due to fear that it might harm their skin. And also a psychological, cultural barrier that heavy looking makeup was only used by the "bad girls." BabeSkin Pink Transformer was introduced to young girls, ages 15-24 as a light, healthy, natural looking makeup with great skincare benefits. The natural pink transformer was the perfect skincare corrector for the dull, yellow skin. It was a huge success in China and soon it spreaded across Asia, under the name BabySkin. In 2014, BabySkin was introduced to the US, Canada, and Europe. It remains super successful in Asia and Europe.

Global Models: Emily DiDonato, Shu-Pei Qin, Kemp Muhl 

ASIA & South East Asia

Print / POS / In-store

Global Models: Kemp Muhl, I-Hua Wu

Indonesia Singer & Actress: Pevita Pearce

CONCEPTS for ASIA LAUNCH

When Maybelline was introducing the lightest fibers in mascara, they wanted the advertising to stand out, to shock, and to look different from the expected in the beauty category. Yet, the beautiful lashes must also come through for the emotional desired look.

3 CONCEPTS

Up until recent years, women in China had a lot resistance and fear in using makeup. They generally thought makeup and lipsticks were for the famous or for the “bad girls.” “Natural looks” were the acceptable norm to fit in or “blend in.” And those women interested to try makeup had a lot of fear that it was very harmful for their skin and health. There was a lot of fear of harmful chemicals in lipstick when eaten. So many women would wipe their lipstick off with a tissue before eating.

To address the needs of these women in China, Maybelline was set to introduce a new lipstick with 100% natural food grade pigments with healthy shades that enhance the skin-tone. “A little something extra” to bring out the natural beauty for these women.

SOUTH EAST ASIA (2014)

TV / Print / Online / POS / In-store

Thailand Actress: Janie Tienphosuwan

Indonesia Pop Singer, Songwriter & Actress: Sherina Munaf

The South Eastern region of Asia (ASEAN) is very hot and humid all year round and women here typically wash their face several times a day to refresh the look and feel of their skin. Maybelline launched the ClearSmooth Powder Foundation franchise in 2010 for the specific beauty needs of these women. And popular celebrity spokespersons were used to launch the franchise. The launch was a huge success and the franchise has been the #1 powder foundation in the region since. 

China Launch

Film / Digital / Print / POS

model: Kemp Muhl

GLOBAL LAUNCH

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

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 Minerals."

Chinese Actress: Zhang Zhi-Yi (for Asia)

Global Models: Julia Stegner, Anna Wang, Jessica White

ASIA & SOUTH EAST ASIA (2012-2015)

TV / Print / POS / In-store

Taiwanese Actress: Annie Chen (Wei-Ni)

Thailand Actresses: Yaya (Urassaya Sperbund), Janie Tienphosuwan

Indonesia Pop Singer, Songwriter & Actress: Sherina Munaf

Indonesian Jazz Singer & Actress: Eva Celia

Global Models: Emily DiDonato, Kemp Muhl

India Model: Ashika Pratt

ASIA / EUROPE

TV / Print / POS / In-store

Global Models: Julia Stegner, Shu-Pei Qin

ASIA / SOUTH EAST ASIA

POS / In-store

Indonesia celebrity: Pevita Pearce

India celebrity: Alia Bhatt

China Celebrity: Angelababy

Global Models: Emily DiDonato, Julia Stegner, Charlotte Free

ASIA

TV / Print / POS / In-store

Taiwanese Celebrity: Annie Chen (Wei-Ni)

Global Models: Emily DiDonato, Bonnie Chen

ASIA & SOUTH EAST ASIA

Print / POS / In-store

Models: Emily DiDonato, Gypsy Pun

INDIA

Print / POS / In-store

India Celebrity: Athiya Shetty

Model: Diana Penty