MAYBELLINE NEW YORK

Market optimization for a global beauty brand

OVERVIEW

SIMONE managed MAYBELLINE NEW YORK’s 2018 digital marketing campaign. Throughout the year, we were responsible for communication strategy planning and visual/video production. We designed five campaigns, including LASHIONISTA – MAYBELLINE’s flagship mascara – featuring popular models and artists such as Lauren Tsai and Ayaka Miyoshi. This enabled us to reach a wide range of customers, based on the characteristics of each product. We developed inspirational and fashion-forward imagery, as well as stories that young women could relate to.

“LASHIONISTA N” CAMPAIGN

“FIT ME” CAMPAIGN

“SNAP SCARA” CAMPAIGN

TEAM

  • CREATIVE DIRECTOR :TAKUMA WATANABE
  • ART DIRECTOR :MAYUKO ISHIDA
  • MOVIE DIRECTOR :TAKAYUKI HAGA
  • PRODUCER :FUMIKA OCHI
  • PRODUCTION ASSISTANT :SHIORI KANO

– LASHIONISTA N CAMPAIGN

  • MODEL :AYAKA MIYOSHI (AMUSE)
  • PHOTOGRAPHER :MASAYA TAKAGI
  • CINEMATOGRAPHER :MASAYA TAKAGI
  • TECHNICAL DIRECTOR :TAKATOSHI SUZUKI
  • STYLIST :YOKO KAGEYAMA (eight peace)
  • MAKEUP :YUKA WASHIZU (BEAUTY DIRECTION)
  • HAIR :JUN GOTO (OTA OFFICE)
  • INTERIOR STYLIST :HARUKA KUNIMATSU
  • GAFFER :SEIICHI IWAMARU

– FIT ME CAMPAIGN

  • MODEL :LAUREN TSAI / MARIA FUJIOKA / MIU IDE
  • PHOTOGRAPHER :TAKESHI TAKAGI (signo)
  • CINEMATOGRAPHER :SHINNOSUKE FUKUSHIMA (UISHAAAWORKS)
  • STYLIST :KUMIKO SANNOMARU (KIKI inc.)
  • MAKEUP / HAIR (LAUREN TSAI) :MIFUNE (signo)
  • MAKEUP / HAIR (MARIA FUJIOKA / MIU IDE) :NAOYUKI WATANABE (3rd)
  • GAFFER :HIROTO TAMURA

– SNAP SCARA CAMPAIGN

  • MODEL :LAUREN TSAI
  • PHOTOGRAPHER :YUSUKE MIYAZAKI (sept)
  • CINEMATOGRAPHER :YUSUKE MIYAZAKI (sept)
  • TECHNICAL DIRECTOR :TAKATOSHI SUZUKI
  • STYLIST :YOKO KAGEYAMA (eightpeace)
  • MAKEUP :RIE SHIRAISHI
  • HAIR :KOTARO (sense-of-humour)
  • GAFFER :SEIICHI IWAMARU

NEXT

ELLE

Elegant landing page designed to stand out