Break the Mold
Being bolder than the rest starts with just a kiss of color…
The Ask
Maybelline was launching a new product line — ‘Loaded Bolds Lipstick’ with a digital first campaign. Yet, every one of our competitors sold matte lipstick.
The Approach
From Kylie Jenner's Lip Kits to Kat Von D's Everlasting Lipsticks, Maybelline had competition. How could we stand out from the competition? We needed to break the mold, so to speak. To do that, we’d start with Loaded Bolds.
Our goal was to make the product stand out online with vibrant, bite-sized content that inspired girls everywhere to ‘Break the Mold with Loaded Bolds.’ My contribution to this campaign was writing the website copy, the editorial / educational articles and the social posts. It was a lot of work and a lot of content — but I'm really proud of myself and my team for pulling it all together.
The Team
Agency | Code & Theory
Associate Creative Director Art | Mariam Farooq & Ivy Tsang
Associate Creative Director Copy | Katherine O’Brien
Senior Copywriter | Kendal Green