Maybelline
FITme

I helped Maybelline foundation get under the skin of generation slashie...

Maybelline made a new foundation; in more shades than any competitors around. A range perfectly suited to the 'slashie generation' - women with many side hustles, and sides to their personality. More than just a shade number, they're unique, complex and want a foundation that truly fits them. Our campaign put the spotlight on who these women are, beyond their unique shade. 

The campaign was a huge success, an integrated 360 campaign that brought a market share increase of 30%.