‘Maybe It’s Maybelline’ returns, reworked for TikTok era of beauty marketing
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Dive Brief:
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Maybelline New York is bringing back “Maybe It’s Maybelline” as a jingle tailored to social media, according to a press release.
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The modernized “Maybe It’s Maybelline” attempts to capture the spirit of New York City and a sense of inclusivity and uplift. Gigi Hadid, Storm Reid, Peggy Gou and Shay Mitchell, the latter a new addition to the brand’s ambassador team, are promoting the revamped concept.
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Maybelline launched the effort on TikTok, speaking to the growing importance of social media for beauty and cosmetics marketers. “Maybe It’s Maybelline” will be present throughout the September campaign and play a role in future creative as well.
Dive Insight:
L’Oréal-owned Maybelline joins a growing list of marketers that are dipping into the nostalgia well, dusting off old marketing assets and reinventing them with an eye toward young consumers. “Maybe It’s Maybelline” debuted in 1991 as the tagline “Maybe she’s born with it, maybe it’s Maybelline” and rose to become one of the more recognizable phrases in marketing. Maybelline sunset the slogan in 2015, replacing it with the less memorable “Make It Happen.”
With the relaunch, “Maybe It’s Maybelline” has been reworked for a TikTok era where cosmetics trends are set by viral videos that are often accompanied by catchy music snippets. Sonic branding agency Sixième Son developed the melody while global creative agency Gotham is behind the campaign (as well as the original “Maybe It’s Maybelline”).
“Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment,” said Trisha Ayyagari, global brand president for Maybelline New York, in a press statement. “It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernized version to a new generation of cultural innovators.”
Maybelline is relying on a team of influencers to spread the word of the jingle’s return. Hadid, Reid, Gou and Mitchell appear in a new ad shot in the style of a group video call as they riff on the “maybe it’s…” premise to explain how they achieved their looks. While “Maybe It’s Maybelline” is over 30 years old, it retains an 84% brand recall, according to Ayyagari, underscoring how the tagline has permeated pop culture.
L’Oréal’s sales rose 5.3% on a like-for-like basis in Q2. Double-digit growth in the makeup segment was attributed to new product launches, including Maybelline’s Sunkisser blush.