Maybelline New York Debuts Super Stay 24hr Skin Tint Foundation in Poland

Poland is one of the first markets in the world to debut the Super Stay 24h Skin Tint foundation from Maybelline New York (L'Oréal Poland). Locally, this is also the brand's first-ever campaign on outdoor advertising media. The product launch, which includes digital and television, was prepared by the MullenLowe Warsaw agency.  

The brand consistently puts advocacy and consumer feedback on the product at its communications centre. Hence, the campaign's main messages are long-lasting glow and natural coverage. Up to 24h; The foundation gives the effect of healthy skin; Wizaz.pl makeup forum members confirm: The foundation does not go into the skin creases. 

"There's no denying that for many women, finding the perfect foundation is not the easiest of tasks, points out Patrycja Jakubowska, senior brand manager of Maybelline New York at L'Oréal Polska. "Not only do you have to consider your skin type, skin care properties, but also the level of brightening and coverage. This multivariance can be both discouraging and overwhelming. By listening to consumers, we want to make it easier for them to find our product that meets the most frequently indicated needs," she stresses." 

The campaign relies on tailored channels to accurately reach the target group of 18-45-year-old women. For the first time in the history of its presence in the Polish market, it was scheduled to appear on more than 700 carriers in Poland's main cities: Warsaw, Krakow, Lodz, Szczecin, Poznan, Wroclaw, Katowice and the Tri-City. Digital communication, in turn, is expected to translate into more than 100 million impressions. The six-second video on Super Stay 24h Skin Tint will be displayed on major platforms like YouTube, Facebook, Instagram, and TikTok. 

In addition, influencers were also involved - including Fog In The Garden, Żaklina, Inchidris, Klaudia Halejcio, HiHania, Weronika Jaguś and many others. A few-second-long commercial for the foundation was also prepared as a tagon for the Sky High ink spot, aired on major stations. Advertising activities will last until the end of May. 

MullenLowe Agency was responsible for the creative adaptation of the global communications platform for this campaign. In turn, influencers were engaged by the JU agency. The brand's social media is coordinated by the 121PR agency. Media was planned and purchased by the Wavemaker media house.