Maybelline – Beautifaire

26 May

Maybelline goes where the influencers are. The L’Oréal-owned-cosmetics brand today announced that the video campaign for its recent Volum’ Express the Colossal Big Shot mascara will feature two makeup artist vloggers known for his or her sizable social media followings. Manny Gutierrez — @Mannymua733 — and Shayla Mitchell — @MakeupbyShayla — will appear in two promotional videos for the Colossal Big Shot mascara launch. They're set to start airing this month on Maybelline’s YouTube channel, website and within the campaign’s digital promoting, in tandem with the product’s entry into retail doors. The campaign’s theme is “Lash Like a Boss.” “We’re so excited to team up with Manny and Shayla, who're true leading influencers within the social media world, on our first video campaign that...

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18 Jan

Maybelline Launches ‘Clean’ Green Edition Makeup

by Beautifaire101

Beauty, Featured

“Clean” beauty has gained a latest competitor within the mass market — Maybelline Recent York. The L’Oréal-owned brand, which WWD reported is makeup’s largest brand, is launching a latest collection of color cosmetics, called “Green Edition.” The products are vegan, and are formulated without parabens, petrolatum, formaldehyde, silicones, the preservative BHT and mineral oil, and promise to maintain a minimum of 70 percent natural-origin ingredients. The debut assortment includes the Superdrop Tinted Oil, Balmy Lip Blush and Mega Mousse Mascara, and can launch within the U.S. in the primary quarter, starting with the mascara and tinted oil by January 2022. The total line will probably be available in full distribution by March, which is able to include eight shades of the tinted...

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17 Dec

Maybelline and Wattpad Partner for #BraveTogether Campaign – WWD

by Beautifaire101

Beauty, Featured

Maybelline and Wattpad have launched their second annual Brave Together campaign in honor of Mental Health Awareness Month. Through a series of writing prompts pertaining to the subject of self care, the campaign seeks to attract awareness to the shared mental health struggles of individuals worldwide, encouraging participants and members of the Wattpad community at large to not suffer in silence. The campaign will run through the month of May, with one writing prompt being released each week. For every story submission, Maybelline will donate $1 to organizations that support mental health including the Sad Girls Club, The Jed Foundation, The Ali Forney Center and The Loveland Foundation, as much as $10,000 each. Said Jessie Feinstein, senior vice chairman of U.S. marketing at...

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11 Dec

Maybelline Shifts Focus to Online in China – WWD

by Beautifaire101

Beauty, Featured

The L’Oréal-owned American cosmetic brand Maybelline is step by step adjusting its online and offline mix in China because it goals to shift its focus to the web market, the brand confirmed Wednesday. Local media reported that the brand is step by step phasing out all physical stores in China. Maybelline clarified that it is just shutting down underperforming and end of leasing contract stores available in the market. The brand still operates around 10,000 offline stores, including those in Watsons and cosmetics stores in China, in addition to online flagships on Tmall and JD.com. The brand also claimed that it gained online market share within the second quarter of 2022. In an announcement sent to WWD, the brand said “With the intention to...

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