Campaign Summary

Maybelline New York's "Every Flaw is a 10" campaign aimed to combat body and face shaming while positioning the brand as the go-to makeup choice for generation Z in Vietnam. The campaign utilized a three-pronged approach of brand talk, connection, and action, featuring a music video playlist, key opinion consumer (KOC) engagements, and the creation of Vietnam's largest virtual makeup library on TikTok. By celebrating diversity and individual features, Maybelline successfully increased brand relevance, improved brand health metrics, and reinforced its position as the number one online and offline makeup brand in Vietnam.

Strategy

Objective

Primary goals:

• Make a positive impact through CSR by empowering generation Z to combat body and face shaming
• Become the number one online and offline makeup brand for generation Z

Secondary long-term goals:

• Enhance brand meaningfulness through three associations:
• "Brand that I trust"
• "Brand that shows me how to use makeup"
• "Brand that provides high-performing products"

Context

Maybelline faced challenges in brand perception, being seen as a framed and irrelevant western brand requiring high makeup skills. The campaign aimed to strengthen relevancy with generation Z amid rising Asian makeup trends.

Target Audience

The campaign targeted generation Z consumers who prioritize feeling good before looking good and view makeup as a way to accentuate their true selves rather than mask perceived flaws.

Creative and Media Strategy

The campaign encouraged Vietnamese generation Z to use makeup to highlight their facial features proudly, emphasizing that "EVERY FLAW IS AWESOME, UNIQUE, AND A 10!" The strategy involved creating the largest TikTok makeup library, amplified by KOCs and makeup enthusiasts.

Execution/Use of Media

The campaign execution included three main components:

1. Brand talk. Launched its "Every Flaw is a 10" music video playlists showcasing generation Z consumers embracing their flaws with Maybelline products.
2. Brand connection. Engaged KOCs to address social shaming and showcase "flawsome" transformations using Maybelline products.
3. Brand action. Created the first-ever largest virtual makeup library on TikTok, educating beginners and encouraging beauty enthusiasts to express diversity through makeup.

Budget Allocation:

• Creative production: 35 percent
• Media/social advocacy amplification: 65 percent

Business Impact

The campaign achieved remarkable results:

• 5 million engagements, 2.5 billion views, 900,000 buzzes, 310,000 participating videos
• 3 million consumers learned how to apply makeup
• 55 percent of brand mentions with a sentiment score of 0.92
• 7.2-point uplift for positive responses about the key message "Every flaw is a 10"

Brand health results:

• Brand power uplift: Increased three points
• Brand meaningfulness: Increased 11 points
• "Brand I Trust": Increased five points
• "Brand that shows me how to makeup": Increased five points
• "Brand that provides me high-quality products": Increased three points

Maybelline reinforced its leadership as the No. 1 online and offline makeup brand in Vietnam, surpassing local Chinese brands. The campaign successfully fostered an inclusive beauty culture, redefining beauty standards and embracing diversity. By addressing the low makeup penetration in Vietnam (one-third compared to other APAC countries) and the fact that 70 percent of consumers do not know how to apply makeup, Maybelline positioned itself as an industry leader in education and empowerment.