Making the Product a Character: Working with the producers, we found a way to make Maybelline an integral part of the story. Viewers’ first glimpse of the “Mystery Woman” was just her hands, elegantly manicured in a provocative shade of red, Maybelline New York’s Express Finish Racey Red Nail Polish. The Mystery Woman’s red nails remained her identifying characteristic throughout the entire series. In one Webisode, viewers even saw her polishing her nails using Maybelline.

Maybelline generated significant branding exposure. 800,000 webisodes were played. Program exceeded projections–over delivery valued at 87% of cost. Maybelline Brand favorability up 60% among those who visited the site (Dynamic Logic). Client renewed for second season. “It was ownable, a first and perfect for our brands.”Heather Roff, Maybelline,NY