Launching Define-a-Lash we negotiated the CMT “Defining Moments” platform with broadcast driving to a consumer “defining moments” online community. Maybelline NY became the first ever national advertiser to bust pods with a custom designed “commercial transition” - an animated “mascara swipe” transitioning from Ugly Betty program content directly into Define-a-Lash, eliminating the traditional “black pause”. Product integrations in Univision’s Belleza Latina, prominently featured Maybelline NY mascaras as part of a contestant challenge. We built “Empowerment through Education” a program featuring in-book advertorials in People, People en Espanol and Essence encouraging women to write an online essay explaining how they or someone they know is supporting education in their community. MTV developed the “Born to Achieve” Sweepstakes in conjunction with Maybelline NY’s educational initiative. Promotional spots featured Maybelline NY spokesmodel, Erin Wasson, offering viewers a chance to win a $25,000 scholarship by explaining how education has empowered them.

Maybelline NY mascara dollar share increased +6% vs. 2006.Define-a-Lash heralded as their best mascara launch ever.Maybelline NY ended year as #1 mascaraGreat Lash: Highest one week share for a Maybelline NY mascara ever.

23% lift for first 3 weeks of campaign.