What is the story about?
What's Happening?
Maybelline New York has launched a new campaign for its Super Stay Matte Ink Liquid Lipstick, featuring Rugby Olympic Medalist Ilona Maher. The campaign, titled 'Only in Matte Ink,' showcases the durability and vibrant finish of the lipstick through a series of high-energy spots. Maher, known for her signature red lip, demonstrates the product's staying power by engaging in various activities, including eating snacks and enduring water jug showers, without her lip color smudging. The campaign emphasizes Maher's humor, resilience, and individuality, aligning with Maybelline's mission to inspire self-expression. The lipstick offers up to 16 hours of waterproof wear and comes in 36 shades.
Why It's Important?
This campaign is significant as it highlights the intersection of sports and beauty, showcasing how athletes like Ilona Maher can influence beauty standards and product marketing. By featuring a prominent sports figure, Maybelline taps into a broader audience, potentially increasing its market share among consumers who value long-lasting beauty products. The campaign also reinforces the brand's commitment to diversity and self-expression, appealing to a generation that values authenticity and individuality. This strategic partnership could enhance Maybelline's brand image and drive sales in a competitive cosmetics market.
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