Maybelline took the beauty world by storm this summer with a larger-than-life advertising campaign that turned heads and raised eyebrows. The New York-based beauty brand, known for its innovative approach to cosmetics, unveiled a jaw-dropping TikTok campaign that shocked the world. Like many, I saw this on TikTok and believed it was real until I learned through more research that it was CGI (Computer Generated Imagery). In this blog post, we’ll dive into the details of this groundbreaking campaign and explore the implications it holds for the future of out-of-home (OOH) advertising.
The recent Maybelline CGI campaign featuring giant mascara wands in the heart of London was nothing short of a marketing masterpiece. Its iconic mascara wands were suspended from billboards and interacted with passing buses and trains, creating an unforgettable experience and gossipworthy topic. The campaign captured social media users’ attention, leading to online buzz as the internet discovered the wands were fake.
Although the CGI campaign was an undeniably brilliant move by the Maybelline marketing team, it is important to note that the entire spectacle was virtual. The eyelashes were the product of computer-generated magic, not a physical installation in London. That revelation prompted discussions about the impact and authenticity of such virtual campaigns.
The Maybelline campaign shines a light on the evolving landscape of out-of-home advertising. Although not classified as OOH, Snapchat filters provide a glimpse into the potential of augmented reality with advertising. This merging opens up exciting new possibilities for advertising.
The Maybelline CGI campaign this summer was a testament to the brand’s ability to push boundaries and captivate audiences. It demonstrated the potential of virtual experiences in out-of-home advertising, sparking conversations about the medium’s future. As the beauty industry continues to evolve, we can expect to see even more creative and innovative marketing campaigns that challenge our perceptions of what’s possible.
In the end, whether through virtual magic or real-world marvels, Maybelline has once again proven that the world of beauty marketing is anything but ordinary. This summer’s virtual eyelash extravaganza will undoubtedly be remembered as a defining moment in the brand’s history, leaving us eagerly anticipating what it has in store next.
Isabel Mattern is a junior studying journalism with Specialization in PR/Advertising. She serves as Vice President for Social Affairs for Scripps PRSSA and can be found on Twitter @mattern_isabel.