Dive Temporary:
- Maybelline New York is bringing again “Possibly It’s Maybelline” as a jingle tailor-made to social media, based on a press launch.
- The modernized “Possibly It’s Maybelline” makes an attempt to seize the spirit of New York Metropolis and a way of inclusivity and uplift. Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell, the latter a brand new addition to the model’s ambassador group, are selling the revamped idea.
- Maybelline launched the trouble on TikTok, chatting with the rising significance of social media for magnificence and cosmetics entrepreneurs. “Possibly It’s Maybelline” might be current all through the September marketing campaign and play a job in future artistic as properly.
Dive Perception:
L’Oréal-owned Maybelline joins a rising checklist of entrepreneurs which are dipping into the nostalgia properly, dusting off outdated advertising and marketing belongings and reinventing them with a watch towards younger shoppers. “Possibly It’s Maybelline” debuted in 1991 because the tagline “Possibly she’s born with it, perhaps it’s Maybelline” and rose to turn into one of many extra recognizable phrases in advertising and marketing. Maybelline sundown the slogan in 2015, changing it with the much less memorable “Make It Occur.”
With the relaunch, “Possibly It’s Maybelline” has been reworked for a TikTok period the place cosmetics traits are set by viral movies which are typically accompanied by catchy music snippets. Sonic branding company Sixième Son developed the melody whereas world artistic company Gotham is behind the marketing campaign (in addition to the unique “Possibly It’s Maybelline”).
“Our jingle captures the essence of who we’re as a model, embodying self-confidence, authenticity, and empowerment,” mentioned Trisha Ayyagari, world model president for Maybelline New York, in a press assertion. “It has transcended popular culture conversations, decade after decade, and we’re thrilled to reintroduce a enjoyable and modernized model to a brand new era of cultural innovators.”
Maybelline is counting on a group of influencers to unfold the phrase of the jingle’s return. Hadid, Reid, Gou and Mitchell seem in a brand new advert shot within the type of a bunch video name as they riff on the “perhaps it’s…” premise to clarify how they achieved their seems to be. Whereas “Possibly It’s Maybelline” is over 30 years outdated, it retains an 84% model recall, based on Ayyagari, underscoring how the tagline has permeated popular culture.
L’Oréal’s gross sales rose 5.3% on a like-for-like foundation in Q2. Double-digit development within the make-up phase was attributed to new product launches, together with Maybelline’s Sunkisser blush.
