In order to own the eye makeup category, Maybelline needs to be the leader in every eye segment. Maybelline owns the mascara and eyeliner categories, but not eye shadow. With tough competition from new entry brands, Maybelline’s eye shadow share was plummeting.
To turn things around, Maybelline decided to revamp and excite the market with a new product that break Thai’s eye shadow market norm ,of neutral earth tone color, with color tattoo, a vibrant eye shadow.
However, vibrant eye makeup has not been well accepted in Thailand.
Although Thai women are aspired by vibrant eye shadow looks in magazines, they still hesitate to adopt it, as they find it farfetched. They perceive the look as too fancy for reality, and difficulty in application makes it even more out of reach.
Therefore, our strategy is to tune in to the proximity between the surreal vibrant color trend and real consumer. We came up with the “fantasy to reality” campaign that communicated that vibrant color is relevant and within reach.
The campaign is divided in two phases:
1. Bringing the trend closer to consumers through their intimate medium – utilizing friends and local beauty influencers to stir up the trend in social media
2. Amplifying the online trend to offline to a mass group, the later adopter, who needs to see first that the trend is approved to have the confidence to adopt it
As a result, Maybelline achieved its goal by becoming no.1 in the eye shadow market, with double market share, 140% portfolio growth and zero cannibalization.