Due to the predominance of product-focussed messages in communication, the German consumer has had little chance to learn that Maybelline New York is much more than just fancy products. Maybelline in Germany has no clear image or profile.

From a consumer POV (whose perception of the brand is most likely still shaped by associations with Jade), Maybelline is in the middle of a process of fundamental transformation. The 100th anniversary of Maybelline New York is a unique opportunity to build the brand and make it a tangible experience.

Being able to kick off the 100th anniversary with such big event set the pace for what’s to come in 2015 for Maybelline. The show was spectacular and gave potential to prolong the spirit. The show was delivered to the consumer via social media, creating engagement with the consumers. The make-up looks that were shown on the runway were translated into wearable looks, based on the latest make-up trends 2015. Just by a click in the video the users can see them and also purchase the products. So, the make-up runway has not only strengthened the brand as number one beauty expert but also has helped to increase sales.

Over 1 millions views on YouTube.

Over 12 million social network fans.

53,850 online unique visitors.

And the Maybelline Face Show was sold out.