When Maybelline New York chose Sixieme Son to design their music strategy, we recommended that Maybelline reinvent their powerful 1991 jingle to make it even more iconic. Now it owns a confident boost of New York swagger that has turned it into a catchy and potent tool on social media. The TikTok campaign, featuring top influencers, earned more than 40 million views in its first month.
Maybelline NY, partnered with Sixième Son to create a sonic identity system for the brand. Maybelline 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. It needed a refresh.
What is New York in terms of music? What does it mean for a beauty brand with such a personality? We’ve developed a unique sonic territory that blends sounds from New York, with the brands values in mind. Our team created a sonic branding system that includes the much loved-jingle, completly reinvented. We’ve injected a modern vibe that reflects NYC’s vibrancy and supports where the brand is headed: a mix of Hip-hop, Latin, and Reggaeton. A driving beat conjures the city’s energy, and uplifting chords evoke empowerment with a density that few other places can have!
Research* showed how powerful the Maybelline sonic identity is. Edgy, Uplifting, Happy, Energetic… A rare capacity to bring attention, a fantastic potential to create engagement. 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 40 million views on TikTok and Instagram.
*Research by Cyanite 2024