Lashionista
The Ask: Grab the attention of Japanese fashionistas to remind them about Maybelline New York’s cult-favorite mascara, Lashionista.
The Insight: Chic fashionistas are lash perfectionists: they want lash-extension length from their mascara, but think more coats ALWAYS mean more clumps.
The Idea: Build Your Perfect Lash.
Creative Team:
Copywriter - Audrey Siaw-Asamoah
Art Director - Kathryn Diaz
Build Your Perfect Lash
With Lashionista, it’s all about building a clean, clump-free lash look. To dramatize this, our talent will apply and build up her lashes, stroke by stroke, as a clean, graphic NYC skyline builds on behind her.
Film
We knew 50 clump-free coats was a number lash perfectionists couldn’t ignore.
Meet Lashionista’s new sidekick: a lash-caring primer for 24h curl and length.