The most powerful sound in the makeup industry returns in a bold, new way with a team of legendary talent joining the brand to reinvigorate the long-lasting success of their hallmark product Instant Eraser.
Maybelline New York, the world’s leading cosmetics brand, taps international superstars Naomi Campbell and Ru Paul as the faces of the Instant Eraser concealer for its ICONS campaign – celebrating a timeless beauty essential beloved by makeup users across the globe. Launching in 2010, Instant Eraser has had an almost 15 year journey, and Maybelline’s latest ICONS campaign sees it stay true to its mission, teaming up with the three global powerhouses to celebrate living iconically. In the very wise words of Naomi Campbell – “if I say she’s an icon, she’s an icon”.
The ICONS campaign is coupled with the revamp of the iconic “Maybe It’s Maybelline” jingle, an unforgettable cultural phenomenon for over 30 years. After first appearing in a 1991 commercial, the song has been a staple of the brand and the sound of a generation for makeup enthusiasts. Establishing product superiority in just three simple, yet impactful words since its debut, “Maybe It’s Maybelline” will now take on a whole new meaning with the modern remake, further cementing the brand’s legacy in the beauty industry and cultural conversation.
Maybelline New York’s Global Brand President, Trisha Ayyagari said: “’Maybe It’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall. Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment. It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernised version to a new generation of cultural innovators.”
Instant Eraser’s long-standing success has seen it become a ‘holy grail’ product for makeup artists and everyday beauty enthusiasts alike. When it launched, the product revolutionised the concealer category with an easy-to-use sponge tip applicator and lightweight formula. The new campaign stars the true original icons – Campbell and Paul – alongside longtime Maybelline ambassador Gigi Hadid, and speaks to notions of nostalgia, timelessness and cultural relevance.
Melburnian Maybelline-lovers can join in on the campaign by visiting the large-scale mural giving the campaign and product the platform it deserves, celebrating the near 15 years of consistent success, with Naomi Campbell’s iconicness taking over the streets of Richmond.
To see the large-scale mural celebrating the iconicness of Instant Eraser, head to Swan St to see Naomi Campbell in Richmond. The ICONS campaign is set to launch on Monday, 16 September during the Golden Globes in Los Angeles.
