Cannes Lions

MAYBELLINE FACEWALK

McCANN ERICKSON DÜSSELDORF, Dusseldorf / MAYBELLINE / 2015

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Overview

Description

To kick off the anniversary year, Maybelline took the chance to walk the first Make-Up Runway ever. We staged a spectacular show with even more spectacular make-up looks on the runway, bringing to life the brand’s core.

With powerful women on the catwalk, expressing the brand’s edginess, we created a tangible experience, bringing the brand closer to the consumer and create the first “Face Show” ever.

We took this experience to the digital world. The make-up looks that were shown on the runway were translated into wearable looks, based on the latest make-up trends 2015. Just by a click in the video the users at home can see them and also purchase the products.

Face show was the talk of town, pictures and news spread nationally and internationally and thousands of people from all over the world joined the celebration.

Celebrities, as well as people from the fashion business and bloggers were surprised and amazed and created content by word of mouth: As a result, this special occasion was brought to the masses within seconds, creating a massive buzz in social media and PR.

Execution

We treated Make-up as Fashion and brought it to the catwalk. The Faceshow was celebrated live as an impressive broadway-like show at the Berlin Fashion Week on Jan, 19th 2015.

Maybelline took the chance to walk the first Make-Up Runway ever. We staged a spectacular show with even more spectacular make-up looks on the runway, bringing to life the brand’s core. A live stream allowed users to watch the show online.

Inspired by the amazing haute-couture Looks from the catwalk and Maybelline make-up artists showed how to make this look wearable with products that can be bought instantly. Just by a click in the video the users can see them and also purchase the products. So, the make-up runway has not only strengthened the brand as number one beauty expert but also has helped to increase sales. The Maybelline App guided to the website via augmented reality.

Outcome

Over 1 millions views on YouTube.

Over 12 million social network fans.

53,850 online unique visitors.

And the Maybelline Face Show was sold out.

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