Maybelline is set to launch a new marketing platform for the business which is fronted by singer Miley Cyrus as it marks its long-standing heritage.
The new marketing campaign builds on the longstanding heritage of the beauty brand’s tagline, “Mayber We’re Born With It.”
This marks the introduction of the new marketing campaign, The Beauty of Infinite Possibility, which aims to cater to the next generation of consumers.
This next marketing phase aims to highlight the evolution of the brand and present its heritage in a contemporary format after over 110 years.
The beauty brand aims to make the high-performance makeup accessible to women around the world.
Sandrine Jolly, global brand president at Maybelline said: “At Maybelline, we believe makeup can open doors to new ways of seeing ourselves, expressing who we are, and becoming who we want to be.
“With ‘Maybe,’ we’re building on our legacy and inviting women everywhere, at every stage of life, to explore the possibilities within them.
“Makeup can be a spark of curiosity in the everyday, a ‘what if?’ that becomes a ‘why not?’, and a reflection of the freedom, confidence and self-expression at the heart of our beauty philosophy.”
As part of the marketing activity, the platform aims to grow through its stores of women across the music industry and beyond to offer their personal perspectives.
This builds on the collaboration between the artist and Maybelline previously, with a campaign running last year.
The marketing platform is set to launch this month and will include product innovations that encourage experimentation and multiple creative campaigns.
The brand aims to leverage the cultural relevance of the singer to boost visibility and reach out to other customers.
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