In 2024 Maybelline New York the world’s leading cosmetic brand set out to create a sonic strategy, which resulted in the reinvention of the iconic 1991 “Maybe It’s Maybelline” jingle.
Building on this momentum, Maybelline New York sought to expand its musical story into a broader expression of artistry, approaching music as if Maybelline were not only an iconic beauty brand, but also an artist creating original music adapted to product innovation and specific communication needs.
The strategy centered on launching products with newly created branded music as a lead creative asset. Product-specific campaigns rolled out across Instagram and TikTok, showcasing both the versatility of the new sonic strategy and the musical artistry of Maybelline New York.
Each product was introduced through social-first storytelling supported by original music inspired by the reinvented jingle, making sound a core foundation for engagement. By elevating music from an afterthought to a strategic pillar, products debuted with distinct emotional signatures while reinforcing a cohesive and recognizable brand sound.
Each composition was crafted to highlight unique product attributes while staying rooted in the DNA of the reinvented jingle. Together, these executions form a rich, flexible sonic universe and cohesive brand sound architecture empowering Maybelline to fully harness the emotional and creative power of music across every social activation.
The launch of the reinvented jingle and bespoke product content marked a pivotal moment for the brand. It quickly affirmed the brand’s cultural relevance, generating 26 million views on TikTok, achieving 82% brand recognition, and delivering a +5% lift in brand awareness proving Maybelline’s sound could be both instantly recognizable and deeply relevant within today’s culture.
