'Maybe It’s Maybelline' will take on a whole new meaning with the modern remake.
Cosmetics brand Maybelline New York taps international superstars Naomi Campbell and Ru Paul as the faces of the Instant Eraser concealer for its ICONS campaign.
The campaign, which celebrates a "timeless beauty essential", is coupled with the revamp of the “Maybe It’s Maybelline” jingle.
The song has been a staple of the brand and the sound of a generation for makeup enthusiasts since 1991, but now 'Maybe It’s Maybelline' will take on a whole new meaning with the modern remake for Gen Z audiences.
Maybelline New York’s global brand president Trisha Ayyagari said ’Maybe It’s Maybelline’ is an anthem that has defined beauty for generations, achieving an astounding 84% brand recall.
"Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment. It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernised version to a new generation of cultural innovators,” she said.
With an easy-to-use sponge tip applicator and lightweight formula, the Instant Eraser has become a "holy grail" product for makeup artists and everyday beauty enthusiasts.
The campaign stars the true original icons – Campbell and Paul – alongside longtime Maybelline ambassador Gigi Hadid, and speaks to notions of nostalgia, timelessness and cultural relevance.
Melburnian Maybelline-lovers can join in on the campaign by visiting the large-scale mural in Richmond, celebrating the near 15 years of success.
