‘If I say she’s an icon, she’s an icon’: Maybelline revives signature jingle for latest campaign

To celebrate its staple Instant Eraser product, Maybelline New York has revived its iconic ‘Maybe It’s Maybelline’ tune via a new campaign featuring equally iconic fashion and entertainment talent.

First gracing consumers’ ears in a commercial in the early ’90s, the Maybe It’s Maybelline jingle has been given a modern remix in an effort to solidify the beauty brand’s staying power within its respective industry and the world at large.

“‘Maybe It’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall,” said Maybelline New York’s global brand president, Trisha Ayyagari.

“Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment.

“It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernised version to a new generation of cultural innovators.”

The freshly revamped tune coincides with Maybelline’s ICONS campaign – a platform that highlights the brand’s concealer and its close to 15 years of being in the market. Supermodels Naomi Campbell and Gigi  Hadid (who’s also a Maybelline brand ambassador), along with entertainer and drag queen, RuPaul, serve as the faces of the campaign. They also star in the campaign’s video materials where they speak on how legendary Instant Eraser is.

“If I say she’s an icon, she’s an icon,” Campbell declares in the film.

Melbourne’s Swan Street plays host to a “large-scale mural” showcasing the product and its related platform.

The ICONS campaign officially launches September 16.

2024 has seen the beauty corporation champion more than just its products. In mid-March, it worked with independent agency, HERO, to launch ‘Under the Avatar’ – a social experience and campaign to empower female-identifying gamers in an online climate where abuse against them is prevalent and often ignored.

Maybelline New York’s marketing director for Australia and New Zealand, Melanie Bower, had said the goal of Under the Avatar was to humanise the individual “behind the avatar”.

“We wanted to generate more than just empathy for those suffering from toxic abuse in the gaming world,” Bower had said.

“We wanted anyone thinking that this behavior is tolerable to realise that there is a real human behind the avatar, and to give people the tools to stand up to online abuse.”

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Gigi Hadid Maybellin New York Naomi Campbell RuPaul Trisha Ayyagari

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