Social Media Campaign Review: Maybelline New York India Launches Color Show

Bringing super stylish nail fashion into the limelight, Maybelline New York along with brand ambassador Alia Bhatt launched ‘Color Show’, their heavily anticipated range of nail colors in 40 irresistible shades, last week. In keeping with its brand image as the world’s number 1 make-up brand, Maybelline once again presented a new product that is in sync with the core values of the brand – to be fun, edgy and fashionable.

Objectives

This winter, Maybelline New York invites its fans to witness a spectacular show at which 40 unique shades will make an appearance across 80 days through their digital campaign. The Color Show will be launched across all of Maybelline’s digital platforms, namely Facebook, Twitter, and Instagram, showcasing a range of shades that is designed to cater to every mood.

From edgy metallic to stunning pop shades, consumers have a wide range of funky colors like Mint Mojito, Downtown Red, Midnight Taupe, Lavender Lies and Pink Voltage to make a fashionable nail statement this season with Color Show.

Execution

This campaign is giving fans an opportunity to experiment with Nail Art combinations along with Maybelline's help with the ‘complete look’. Yes, the brand isn't stopping at just nail paint or makeup, but is extending their help towards creating the the complete look with the right shoes and accessories that will complement the fans' preferred shade of nail paint.

The campaign also includes ‘Do It Yourself’ nail art videos for the latest nail art trends along with introducing an application that will get fans to try all the 40 shades with varied nail art patterns!

Positives

The Color Show is an innovative, as well as an interactive way to introduce the entire new range of nail paint from Maybelline New York. Fans can experiment with their nails like never before, and the campaign scores high on engagement right from using Alia Bhatt (as its brand ambassador), to the entire gamut of colors to pick from and the way in which the campaign is using various platforms like Facebook, Twitter and Instagram to promote the new range.

Facebook and Twitter have been replete with updates since the launch and the posts and tweets are regular and engaging. The Instagram page too has good photos wherein lies its appeal. Make up is all about looking good and this campaign keeps the focus on the product which is its biggest asset.

The campaign is different from that of its competitors and has worked actively to educate buyers and show them what they have to gain by using the new range of nail paint. It has positioned nail paint as a fashion accessory in a way that no other brand has on the digital medium before. Maybelline has used its own blog to engage with fashion bloggers, which is an interesting move. They have been garnering reviews and inviting beauty bloggers to talk about it. Check out these links to see how:

The Indian Beauty Blog - Color Show Nail Colors Review

The Happi Therapy - Color Show Nail Colors Review

Scope for Improvement

An offline endeavor at college campuses or retail stores to support the online campaign might be the only thing that could have been added to this initiative.

Conclusion

The campaign succeeds in keeping the focus on the new range of colors and adds interesting twists to how the young audience can experiment with nails. With this campaign, Maybelline certainly looks all set to bring forth a new nail revolution in India by making nail paints a must have accessory.