Maybelline New York, the world’s leading cosmetics brand, is bringing back its iconic “Maybe It’s Maybelline” jingle, with a fresh and modern twist.
‘An iconic anthem that has defined beauty for generations’
The iconic jingle first appeared in a 1991 commercial for Finish Matte. It quickly became a staple of the brand and a cultural touchstone for makeup enthusiasts. In just three simple yet powerful words, the jingle has established Maybelline’s product superiority for over three decades.
“`Maybe It’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall,” said Trisha Ayyagari, Global Brand President for Maybelline New York. “Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment. It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernized version to a new generation of cultural innovators.”
‘Capturing the essence of Maybelline’s brand values while appealing to a new generation of beauty enthusiasts’
The latest brand campaign features Maybelline New York’s trendsetting global brand ambassadors, Gigi Hadid, Storm Reid, Peggy Gou, and Shay Mitchell. Alongside these influential figures, the campaign showcases beloved Maybelline products.
Created in partnership with Sixième Son and Gotham, the new melody blends the nostalgic charm of the original with a contemporary sound that reflects the energy of New York City. This modern remake aims to capture the essence of Maybelline’s brand values while appealing to a new generation of beauty enthusiasts.
“Maybelline is a brand with a tremendous legacy, almost 110 years of beauty heritage. In the 90’s, when we created it, the jingle became one of the most memorable advertising lines of all time,” said Laurie Donlon, CEO at Gotham – the brand’s global creative agency partner. “Today, we look to the brand tenets of Modern Beauty, Authentic NYC, Culture and Music to celebrate our brand values of self-confidence and self-expression.”
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New chapter for Maybelline New York
The relaunch of “Maybe It’s Maybelline” marks a new chapter for Maybelline New York. The brand is committed to staying relevant and innovative, and the updated jingle is a testament to its ongoing evolution.
