Maybelline Colour Theory Masterclass

Client: Maybelline Sky High, L'Oréal

Maybelline needed to launch 2 new colour variations of their flagship mascara line, Sky High. A market leader in black and brown, but the problem with coloured mascara is, it isn’t for everyone, probably not one ‘for me’.

Our solution redefined the role of retail media. In a European CPG first, we created the ‘Maybelline Sky High Colour Theory Masterclass’ live stream on Amazon. This recommendation-rich event showed consumers how to apply colour theory to their personal style, bringing expert advice directly to the point of purchase.

The results surpassed all expectations and metrics. The new range shattered its sales targets, and Maybelline’s coloured mascara became the #1 selling product not just in beauty, but across all of Amazon.