Maybelline Color Show is an innovative, user-centric approach to nail polish discovery. Historically, beauty brands have relied on glossy yet flat advertising to promote products, with little room for the user to understand how these products might fit into her life. To help bridge this belief barrier and drive deep customer engagement, we created Color Show. With a multi-channel strategy centered around Pinterest, Facebook, Maybelline.com, and a mobile app that employs image recognition technology, Color Show allows users to explore 40 different shades in the context of fully-editorialized, real-world looks. Each shade has an associated “profile" that extends the product beyond just beauty - within any given color page, users can discover related fashion and lifestyle tips that relate to a specific shade, broadening the reach of Maybelline and positioning the brand as a trend-savvy though leader in the space. The Color Wheel Inspired by the complementary color wheel and color palettes used by fashion designers and artists, we brought to life Color Show’s fashionable line of 40 nail lacquers by featuring the Color Show bottles in an interactive “color wheel". Consumers can hover over each shade to reveal the shade name and click on to view a curated image collection of fashion items and tips inspired by the shade. All images can be easily shared to Pinterest, Facebook and/or Twitter with one click, allowing consumers to share their favorite shades and fashion items among their social communities. The color wheel lived on the campaign hub on Maybelline.com and within rich media banners. Seed Through Social Maybelline used the image assets from the campaign hub to create a Color Show Pinterest Board, supplying the heavily female community with inspirational style and beauty content they were likely to repin and engage with (style and beauty is the second most reshared category on Pinterest) . Similarly, Maybelline increased awareness of Color Show by posting a Shade of the Day image for 40 consecutive weekdays on its tumblr page, which has 91K+ followers. Pinterest and Tumblr strategies were to raise consideration of Color Show in social platforms that were: 1) frequented by our core consumer and 2) natural for sharing style and beauty content. In addition, these platforms would drive referral traffic to the primary campaign hub on Maybelline.com where our audience could further engage with the deep library of Color Show-inspired editorial content. Let Her Try It On Virtually Color Show partnered with Blippar, an augmented reality app on mobile devices that allowed consumers to virtually try on all 40 shades on her own hand. The image of her hand can be saved to her phone or shared via email, Facebook or Twitter and features the shade name for ease of reference during shopping trips. To encourage digital “trial", multiple campaign touchpoints such as print, Facebook ads, banner ads and the campaign hub homepage were dedicated to drive app downloads.
