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Maybelline takes digital route to launch 'Colour Show' nail paints range

FoxyMoron makes each of the 40 colours the star for 80 days on the digital platform

Maybelline takes digital route to launch 'Colour Show' nail paints range

FoxyMoron makes each of the 40 colours the star for 80 days on the digital platform

Sohini Sen | Mumbai | October 15, 2013

Alia Bhatt at the launch of Maybelline Color Show

Maybelline has launched a new digital campaign to attract attention to their new Color Show range of nail paints. FoxyMoron created the digital campaign to put the Color Show in the limelight.

Earlier this month, Maybelline New York and brand ambassador Alia Bhatt launched Colour Show, which is a new range of 40 vibrant nail paints. The digital campaign was meant to educate consumers about this fun, edgy and fashionable range keeping in mind the attractive price point.

FoxyMoron has made each of the 40 colours from the new range the star for two days each. Every alternate day a new colour would be launched on the digital platform and be the star on Facebook and Twitter skins, Instagram, etc. From edgy metallic to stunning pop shades, consumers can pick from funky colours like Downtown Red, Midnight Taupe, Mint Mojito, Lavender Lies to Pink Voltage to make a fashionable nail statement this season with Color Show.

Harshil Karia, Co-founder & Online Strategist, FoxyMoron, said, “The Color Show is an innovative and interactive way to introduce the entire new colour range of nails paints on offer by Maybelline New York. This is an opportunity for fans to experiment with their nails like never before. Maybelline is a forerunner in the make-up category, so it only seemed fitting to create a campaign that allows fans to score high on the fashion meter with their favourite brand.”

Commenting on the campaign, Satyaki Ghosh, Director of L'Oréal Consumer Products Division, said, “Maybelline is an innovative brand that loves its consumers and assures something new and exciting all the time. With the launch of the Color Show range, we hope to once again do something different for our consumers and engage them as much as possible with the brand.”

“The key objective was to bring out the number of shades in the new range. We also decided to show the competitive price point though it was not the primary focus. We have also tied up with bloggers and make-up artists to make the colour the star colour for that day," added Karia.

Fans will get an opportunity to experiment with nail art combinations and Maybelline will educate them about how they can get the ‘complete look’, right from shoes and accessories, to match with their preferred shade. The campaign will also include ‘Do It Yourself’ nail art videos for the latest nail art trends. An exciting facet to the Color Show is the introduction of an application that will get fans to try all the 40 shades with varied nail art patterns. There will also be nail parties where shortlisted girls would be given kits from the new range to try. There would also be videos on nail art and nail matching.

Leena Shoor, Marketing Manager, Maybelline New York, said, “Maybelline as a brand understands the needs of the young Indian girl and continuously introduces products that are innovative and exciting. With Color Show, Maybelline brings to India the hottest shades from the catwalks of New York, shades that are extremely fashion forward and yet very accessible. Using the Color Show range and nail art inspirations that will be shared by Maybelline, girls can now get runway ready nails whenever they please. Maybelline is all set to bring a new nail revolution to India by making nail paints a must have accessory.”

Maybelline has also launched a TVC featuring Alia Bhat. A print campaign has also been released in select women's magazines.

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