Maybe it's Maybelline

OVERVIEW
Maybelline New York, one of the world’s leading cosmetics brands, developed a sonic strategy, reinventing the “Maybe it’s Maybelline” jingle to capture the brand's essence, embodying self-confidence, authenticity, and empowerment.

CHALLENGE
The brand needed to decide how to incorporate its iconic jingle, which had been used inconsistently since the 90s.
One challenge was determining whether domestic and international audiences, including Gen Z, recognized the jingle.
A second challenge was creating a sound reflecting an updated view of the brand and today’s attitude toward beauty that would resonate with younger audiences and long-term customers.
Third, was designing a sonic territory that could go beyond a signature, leveraged across social media by both the brand and creators for years to come.

SOLUTION
Research showed 84% of the audience still recognized the jingle – even Gen Z, though at a lower percentage.
The jingle was reinvented with a new sound encapsulating the New York spirit, combining a driving beat to convey the city's energy with uplifting chords to evoke empowerment. The updated melody struck a balance between memory and modernity, seamlessly weaving the brand’s core values into the sound.
The new sound launched in September through influencers and a social media campaign featuring global ambassadors like Gigi Hadid, Storm Reid, Peggy Gou, and Shay Mitchell, linking the brand’s past to today’s beauty landscape.

OUTCOME
Within weeks, the campaign gained momentum with influencers creating remixes, dances, and makeup routines to the music. Posts featuring the song garnered high engagement, with numerous comments requesting an official release. In just 20 days, videos using the jingle amassed over 18 million views on TikTok and Instagram—and the roll-out continues. The new sonic identity blends music and culture, ensuring Maybelline stays relevant in a rapidly evolving market.