Maybelline New York, a cosmetics brand, has brought back its “Maybe It’s Maybelline” jingle, with a modern spin on it.
The brand campaign features Maybelline New York’s global brand ambassadors, Gigi Hadid, Storm Reid, Peggy Gou, Suhana Khan and the latest to join the crew, Shay Mitchell. Alongside them are Maybelline products. Through the revived melody, the brand aims to convey and embody its energy and values using the power of sound.
Created in partnership with sonic branding agency- Sixième Son and creative agency- Gotham, Maybelline New York’s new creative campaign will unveil the refreshed brand melody, capturing the essence of New York City (NYC) while playing into the city’s energy and distinctive sounds.
As Maybelline reintroduces the iconic “Maybe It’s Maybelline” jingle in India, the brand weaves its superior quality, long-lasting products into the country’s most cherished festive moments. This revival is intertwined with India’s rich tapestry of festive moments, where everyone wants to look their best with minimal effort and superior quality beauty products.
The campaign creates a new chapter for Maybelline while remaining true to its electric NYC vibe. The “Maybe It’s Maybelline” aims to anchor its place in the hearts and minds of beauty enthusiasts for years to come.
Watch the campaign on Instagram here:
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Speaking about the development, Khan said, “I’m super excited to be a part of the revival of the ‘Maybe It’s Maybelline’ jingle! It’s such an iconic catchy tune! Growing up, it always felt like a bold way to express confidence and individuality. For me, Maybelline is all about owning your unique beauty and expressing yourself and this jingle is such a cool reminder to embrace who you are and just go for it! I can’t wait to see how it inspires everyone to own their look and feel unstoppable.”
Further, Trisha Ayyagari, Global Brand President, Maybelline New York, said, “ “Maybe It’s Maybelline” is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall. 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 modernised version to a new generation of cultural innovators.”
To this, Jessica Rode, General Manager, Maybelline New York India, said, “In a country as diverse and vibrant as India, where beauty is deeply rooted in individuality and empowerment, we believe this powerful and catchy jingle will inspire a renewed wave of creativity and confidence in our consumers. Sound has the power to shape perceptions, evoke emotions, and spark connections. This iconic anthem perfectly blends nostalgia with a modern edge resonating with India’s ever-evolving beauty landscape and encouraging our consumers to embrace their unique expressions.”
