Turning an Icon into Artistry

In 2024 Maybelline New York the world’s leading cosmetic brand set out to create a sonic strategy, which resulted in the reinvention of the iconic 1991 “Maybe It’s Maybelline” jingle.
The launch of the reinvented jingle marked a pivotal moment for the brand. It quickly affirmed the brands cultural relevance, generating 26 million views on TikTok, 82% brand recognition, and delivering a +5% lift in brand awareness. Proving Maybelline’s sound could be both instantly recognizable and deeply relevant within today’s culture.
Building on this momentum, Maybelline New York sought to expand its musical story into a broader expression of artistry, approaching music as if Maybelline were not only an iconic beauty brand, but also an artist creating original music adapted to product innovation and specific communication needs.
Each musical composition uniquely highlights product attributes while remaining rooted in the DNA of the reinvented jingle. The result is a rich, flexible sonic universe and a cohesive brand sound architecture empowering Maybelline to fully harness the emotional and creative power of music across every touchpoint.