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Special Project

Special Project
From the 7th Annual Shorty Awards

Maybelline New York

Entered in Instagram


More than 700,000 makeup fans around the globe follow Maybelline New York on Instagram, making it one of the most prolific beauty brands on the platform today.

Our content strategy is simple: Before we upload anything, we ask ourselves: Would a Maybelline fan post this on her Instagram?

And that's exactly why we've been so successful. Instagram gives us a way to show our fans what inspires Maybelline. From beautiful lifestyle images with New York City as our backdrop, to show-stopping influencer looks, Instagram is the platform where Maybelline shows its authority as a beauty trendsetter.

By capturing scenes from a first-person perspective, we provide Maybelline's followers with a first-hand account of everything we see: whether it's our latest makeup haul, a behind-the-scenes glimpse of one of our spokesmodels like Gigi Hadid, or an amazing backstage moment at New York Fashion Week.

It works.

> Since joining Instagram in 2012, our content has received 29 million total interactions from our inspired fans across the world.

> Our posts during New York Fashion Week made Maybelline the most mentioned brand on Instagram for the entire week.

Strategy and Execution

Maybelline is hyper-aware of how beauty fans speak, think and act on social media.

To provide authentic, accessible, relatable content that consumers will respond to, Maybelline's social team is diligent in learning what inspires and excites its fans. We know how our customers uniquely express their love for Maybelline products on Instagram, and find ways to offer our own interpretation. After all, speaking their language is key.

Here are a few examples of how we do it:

Real-life product laydowns – While some beauty brands opt for sterile, white backgrounds to show off their products, Maybelline always makes sure its product laydowns are shown in real-life situations. For example, a snapshot of her vanity in the morning.

Completing a collection – We know Maybelline users LOVE to collect beauty products. So we always try to put a unique Maybelline spin on how customers like to show off their own collections. For example: a heart-shaped handful of of Pumped Up! mascara. Cute, right?

Matching everything – We know Maybelline users LOVE to match makeup products with their fashion accessories. We listen, and give them what they want.

We show how the everyday girl can master a trend – Makeup fans love Maybelline for keeping them in-the-know about the latest makeup trends. Rather than posting a photo of a look straight from the runway, we opt for a casual snap of an everyday girl who has mastered the look: like a matte red lip paired with metallic nails. Ooh la la.


Entrant Company / Organization Name

Code and Theory / Maybelline New York


Entry Credits