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