BRAND:
MAYBELLINE NEW YORK
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
13/3/2023 - 28/5/2023
CREDITS:
AGENCY - XYZ SAIGON
CASE STUDY VIDEO
STRATEGY
Makeup penetration in Vietnam is still humble - just 1/3 penetration versus other countries in APAC. Moreover, 70% of consumers do not know how to wear makeup. As the No.1 makeup brand, Maybelline has one & only one OBSESSION: To recruit new users of makeup.
However, a significant obstacle exists: a lack of makeup knowledge and skills among newcomers. While new users still don't know how to makeup or have any skills to cover up/correct flaws, social media & low-priced brands pushed them even further, perpetuating the typical beauty standards which are dying in perception.
As a brand for all, we see it’s the calling to embrace diversity & take on the leadership to educate this rising makeup habitat while being differentiated from thousands of makeup brands out there.
The direction was as clear as day. Maybelline wants to be Gen Z's partner-in-crime. To be among, not above, it’s all about resonating with Gen Z’s current values of beauty & helping them learn how to makeup, sustainably - of which fad brands don’t have the values & capacity to do.
Our strategy involves a transformative shift from typical awareness campaigns to social education & activation. So instead of relying solely on BRAND-TALK, we prioritize building authentic BRAND-CONNECTION and follow it up with decisive BRAND-ACTION.
INSIGHT
While the beauty industry promotes typical beauty standards of flawlessness, our genuine conversations with GenZ revealed otherwise.
The initial dialogue with consumers revealed a distinctive demand for inclusive beauty products, marking a departure from previous generations. Unlike Gen X and Gen Y, Gen Z prioritizes feeling good over looking good, embracing authenticity and confidence in their unique qualities. Euromonitor's 2022 report supports this, ranking "inner confidence" as the second most important perception of beauty.
In a subsequent conversation with Gen Z makeup influencers, we uncovered a disconcerting trend of face-shaming among their audience. Despite the influencers emphasizing inner confidence, viewers criticize features like monolid eyes and thin lips, perpetuating non-inclusive beauty standards.
As a market leader committed to resonance, we acknowledge this as a challenge and a compelling call-to-action. Our brand is poised to reshape the beauty landscape by promoting individuality and challenging outdated norms.
CREATIVE IDEA
In a world fixated on a conventional beauty standard, Maybelline boldly championed a paradigm shift for Vietnamese Gen Z. Instead of concealing so-called "flaws" like darker skin and monolid eyes, we harnessed the power of makeup to celebrate these unique features. Our mission was clear: to CRUSH beauty standards and prove that EVERY FLAW IS A 10 (Khuyetdiem10).
Honey skin? Show it off!
Monolid eyes? Let them shine!
Maybelline rallied the entire spectrum of the beauty industry in Vietnam with the groundbreaking #KHUYETDIEM10 campaign. Through the first-ever virtual #makeuplibrary on TikTok - an innovative space promoting diversity in makeup, we voiced up about how we feel about embracing our flaws & later turned this library into a crowd-funded educational resource and a platform for makeup experts to push boundaries.
By embracing and showcasing individual facial features, we shattered the one-size-fits-all beauty myth, reinforcing that there's no singular standard. Maybelline's commitment to CSR shines through this initiative, empowering makeup enthusiasts and fostering an inclusive community.
CONNECTION PLAN
In order to make the paradigm shift come to life, Maybelline understands we need to talk the talk, walk the walk.
BRAND-TALK: Inspire people to embrace their uniqueness, empowering them to celebrate their flaws and be true to themselves.
Maybelline launched "Every Flaw is a 10” video playlists on Tiktok with #KHUYETDIEM10, where Gen Z can proudly embrace flaws with our products:
- A tap of FIT ME foundation that fits all skin tones, igniting a sexy honey skin tone on fire.
- A whip of Vinyl Ink for lasting shine and fuller lips that glow.
- A curl of Hypersharp for distinct monolid eyes that are simply sharper.
BRAND-CONNECTION: Leverage the influential voices of Key Opinion Consumers (KOCs), who embody the diversity and beauty of our audience, fostering trust and authenticity.
A series of authentic actions of KOCs (Key Opinion Consumers) addressing social shaming and proudly showcasing their "flawsome" transformations with MNY's products, kickstarting #makeuplibrary.
BRAND-ACTION: Harness the dynamic power of TikTok platform, creating a vibrant space where creativity, connection, and inspiration thrive within the beauty community.
Introducing: The first-ever biggest virtual makeup library, a pioneering effort in the beauty industry to educate Vietnamese young beginners how to do makeup and encourage beauty enthusiasts to express diversity through makeup. This library, as the brand's commitment to corporate social responsibility, is also:
- A crowd-funding educational resource for all makeup users, empowered by Maybelline.
- A space for the makeup experts to innovate beyond boundaries in exciting and inclusive ways.
- Users can participate in interactive challenges, learn and share their creativity with the world.
By praising each individual's facial flaw and celebrating a diverse range of facial features, we reaffirmed that there is no singular standard of beauty and every face feature is a ten.
OBJECTIVE-BASE KPI
With the shout-out “EVERY FLAW IS A 10”, the campaign's impact extended beyond makeup. Maybelline New York has successfully created a beauty culture that is inclusive, uplifting, and diverse which perfectly resonated with Gen Z.
Thanks to the makeup library (#thuvienmakeup), we went viral on social media, especially on TikTok:
- 5 million engagements, 2.5 billion views, 310,000 videos
- 3 million consumers were inspired and learnt how to makeup.
- Uplift 7.2pt for key message “Every flaw is a ten”
Sales & penetration achieved:
- No.1 Online-and-Offline makeup brand
- Uplift 1.2 new users recruit
- Sales EVOL vs LY achieved 280% for LIP products, 128% for total
- Triple market share for LIP products as compared to 2022
- X2 ROAS versus last campaign.
At the end, for total Maybelline New York business and brand health results:
- Uplift 6.1pt – campaign awareness – X2 benchmark APAC FMCG
- BRAND POWER UPLIFT +3pt
- BRAND MEANINGFULNESS: +11 pt
- Brand I Trust: +5pt
- Brand that show me how to makeup: +5pt
- Brand that provide me high-quality product: + 3pt
