MAYBELLINE’

S FIT ME
CAMPAIGN
GROUP 10
Sukhmani Sooch (44)
Taher Sunwadwala (45)
Tanmay Munjal (46)
Vaibhav Porwal (47)
Varshitha Acharya (48)
ABOUT THE CAMPAIGN
Cosmetics brand Maybelline ran a multi-channel campaign for its Fit Me foundation range in India to
grow awareness, relevance and trial among millennials, and increase brand equity.
In India, Maybelline faced a legacy leader brand and e-commerce competition from new brands and
formats; it needed to gain traction with the target audience of independent millennial working women.
Research identified that these women didn't buy foundation because they couldn't find suitable shades,
so Maybelline created and launched 18 shades tailored to Indian skin.
The campaign, fronted by a Bollywood actress, included TV, digital, educational films, on-ground
activations, e-commerce takeovers and social media tie-ins.
It drove above-target trials and sales, leading to a 25% increase in brand awareness, 35% increase in
relevance among millennials and 11% brand equity growth.
OBJECTIVES
1. Generate awareness about the unprecedented launch of 18 shades to increase awareness and TOM
scores of Maybelline brand and the Fit Me franchise by 20%.
2. Get young millennials to believe that Maybelle has a shade that suits them and increase brand
relevance scores by 25%.
3. Increase offtakes by 20% month on month.
4. Encourage trials. This is a category where a good trial experience can create a lifetime user. Their
aim was to increase the offtakes of smaller SKUs by 15%.
5. Strengthen the perception of Maybelline as a trend-setting brand for millennial Indian women.