For the first time the brands were going to be part of the pride parade in Argentina. Maybelline decided to join in to support its employees in the LGBTQ community and to bring color to the gathering. But we ran into a problem: we did not have lipsticks in some colors of the pride flag. Therefore, we decided to create them with people, using the main reason that led them all to be there: love.

We distributed lipsticks with the colors we already had, and we invited people to use them, and then kiss with the ones they loved the most. From these mixtures, new colors ,that we lacked, were born: yellow and blue: green. Red and yellow: orange. With those kisses, and the new colors that were generated, people created a new line of lipsticks based on love: THE MAYBELLINE PRIDE COLLECTION. We created a pack with two different lipsticks, to invite people to kiss and generate the missing color. We did portraits of the kisses at the parade and then we did a print campaign. The packs were sent to influencers and were also sold in our e-commerce. The proposal was very well received by the community to the point of having a 97% positive sentiment.

Maybelline - The Pride Collection

CREDITS

Federico Salday

Juan Pablo Curioni

Cristian Bahamondes

Iván Valentini

Hernán Lorenzo

Jazmin Salas

Solange Deganis

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