The truth behind Maybelline's viral marketing campaign

Maybelline is known for its affordable, high quality makeup, but currently, the brand is making the rounds on TikTok for a completely different reason. The New York-based beauty company has come up with an interactive mascara campaign that involves giant lashes and London public transport.

The marketing team has placed lashes on trains and buses, which are combed through by huge mascara spoolies sticking out of buildings and posters on the tube. The stunt has been lauded as “genius” over on Twitter, with another user saying, “This is the best thing I’ve ever seen in my life.”

However, not everything is as it seems. Maybelline’s Senior Product Brand Manager, Lauren Chapman, shared the story behind the campaign on her TikTok, admitting that the entire thing was created through CGI. 

With the help of filmmaker Ian Padgham, who filmed in different locations around London, the lashes and spoolies were actually animated, despite looking hyper-realistic. 

The ad was to help promote the Maybelline Lash Sensational Sky High mascara, and it’s safe to say, the campaign did its job. Whilst the sales numbers are unknown, one person on Twitter said, “I’d buy so fast lmfao this is good marketing,” and “They graduated from the Barbie marketing university with HONORS.”

What we do know, however, is along with the marketing, the mascara works. Retailing for approximately $20, the beauty product is being recommended by beauty influencers all over TikTok and Instagram.

Looks like the Barbie marketing team has some serious competition.