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MAYBELLINE LASH SENSATIONAL

Social, Strategy, Copywriting

 

For Maybelline New York, my team was tasked with driving incremental market share through sales of their new Lash Sensational mascara. As a new product in their line and the first to target the 34-54 female consumer (instead of their typical millennial audience), we performed a voice, look, and feel exploration and a content theme workshop to ensure we were creating content for our target audience, but in line with the Maybelline brand. Guided by insights on our target audience, we catered creative to each of the beauty, fashion, and lifestyle interest groups, underscoring the product's “Be Sensational” messaging. 

The results? Over 28 million unique ad impressions and incremental sales boosts across key markets.  

[[While a Senior Copywriter at VaynerMedia, I helped Maybelline New York create the social persona for their new Lash Sensational mascara.

As a new product in their line and the first to target the 35-54 female consumer specifically, we guided the product’s development from voice and style exploration to campaign execution.

We catered creative to each of the beauty, fashion, and lifestyle interest groups, underscoring the product's “Be Sensational” messaging, all guided by extensive market research.

The results? Over 28 million unique ad impressions and incremental sales boosts across Maybelline New York’s key markets. ]]