Maybelline New York introduces Sunkisser, a 2-in-1 highlighter and blush, with beauty influencer Malvika Sitlani leading the campaign. Designed to deliver a radiant glow and a pop of color in one sweep, this innovative formula is available in five versatile shades. With a long-lasting effect of up to 12 hours, it ensures a seamless, luminous finish throughout the day.
Consumer-Centric Approach
Emphasizing authenticity, Maybelline’s campaign integrates real consumers into the product launch, recognizing their role in shaping the brand. By actively engaging beauty enthusiasts, the campaign underscores the power of community-driven influence in defining trends and product innovation.
Collaboration with Malvika Sitlani
To reinforce its consumer-first approach, Maybelline partnered with renowned beauty influencer Malvika Sitlani. This collaboration bridges the gap between the brand and its audience, highlighting the importance of genuine consumer experiences in product development.
Blind Testing Events Across Four Cities
The campaign featured an interactive four-city tour across Mumbai, Delhi, Bangalore, and Kolkata, where Malvika Sitlani hosted blind testing sessions. Attendees tried Maybelline Sunkisser without any branding cues, focusing solely on its quality, texture, and blendability. Their feedback, collected via questionnaires, validated the product’s strong appeal and effectiveness.
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Campaign Video Concept
In an engaging campaign video, Malvika Sitlani attempts to capture the perfect golden hour glow but struggles with lighting. To solve this, she applies Maybelline Sunkisser, which instantly delivers a warm, sun-kissed radiance, showcasing how the product effortlessly recreates the golden hour effect at any time of the day.
Brand Statement
Jessica Rode, General Manager of Maybelline New York India, emphasized the brand’s mission to empower consumers through innovation. She highlighted how the Sunkisser launch redefines traditional product rollouts, focusing on firsthand consumer experiences rather than just promotional messaging. This campaign represents a shift towards community-powered beauty, celebrating self-expression and creativity while reinforcing Maybelline’s commitment to authenticity and inclusivity.
Conclusion
The Maybelline Sunkisser campaign, led by Malvika Sitlani, redefines beauty marketing by prioritizing consumer engagement and authenticity. Through blind testing events, interactive experiences, and influencer collaboration, the brand highlights its commitment to community-driven innovation. By allowing real consumers to shape the product narrative, Maybelline New York not only launches a versatile, long-lasting highlighter and blush but also celebrates self-expression and inclusivity. This campaign marks a new era where beauty is not just created for the community but powered by it, reinforcing Maybelline’s position as a brand that listens, innovates, and empowers.
