Maybelline chose us to reinvent their 1991 powerful jingle to make it even more iconic. We brought swagger to the New York-based, world's leading cosmetics brand and turned it into a catchy and irresistibly effective tool on social media. The TikTok campaign, featuring top influencers, earned more than 25 million views in one month.
Maybelline NY, partnered with Sixième Son to create a sonic identity system for the brand.
They wanted to create a sound that resonated with younger audiences and long-term customers alike; reflecting modern beauty, authentic NYC culture, and celebrating self-confidence and self-expression.
A key component of the brand’s sonic strategy was the “Maybe It’s Maybelline”, Jingle.
Research indicated that 84% recognized the jingle – even Gen Z (at a lower percentage).
A sonic identity system was created including the much loved-jingle, which was reinvented, injecting a modern vibe that reflects NYC’s vibrancy and supports where the brand is headed: a mix of Hip-hop, Latin, and Reggaeton bring to life the NYC vibe, a driving beat conjures the city’s energy, and uplifting chords to evoke empowerment.
The brand kicked off the global launch, featuring their reinvented jingle through a TikTok campaign with ambassadors:
Gigi Hadid,
Storm Reid,
Peggy Gou
Shay Mitchell
Within weeks, the campaign gained momentum with influencers creating remixes, dances and make-up routines scored to the music.
In one month, videos using the jingle amassed over 25 million views on TikTok and Instagram.