MAYBELLINE
CREATIVE COMMERCE:
BEAUTY X ATHLETICS
Female sport has become a major influence driver, positioning athletes as the new icons of resilience. Maybelline needed to enter an unfamiliar territory to recruit new-to-brand consumers by proving that beauty and high performance belong in the same conversation.
MAYBELLINE NEEDED TO RECRUIT NEW CONSUMERS BY PROVING PRODUCT RESILIENCE IN REAL ATHLETIC CONDITIONS.
OUR RESPONSE
We created a "Torture Test Culture" concept to showcase product wear under extreme Hyrox conditions and convert high engagement into e-commerce sales.
→ "Torture Test Culture" Concept: Proved product performance and long-wear resilience live during real Hyrox competition conditions.
→ Strategic Creator Casting: Partnered with 4 performance × lifestyle creators to maximize reach, authenticity, and target audience credibility.
→ Proof-Driven Social-Native Content: Produced high-energy content focused on real effort, real emotion, and tangible product results rather than empty promises.
→ 360° Omnichannel Activation: Deployed assets seamlessly across e-commerce, social media, point-of-sale (POS), and live events to convert attention directly into sales.
THE RESULT
WHEN BEAUTY MEETS PERFORMANCE: RECORD-BREAKING E-COMMERCE SALES AND MASSIVE BRAND REACH
+78% sales surge on Amazon and over 5.2M master video views.
By putting product performance to the ultimate live test at Hyrox Paris, Maybelline successfully captured new consumer segments, drove unprecedented brand store traffic, and unlocked massive organic campaign reach.
→ 5.2M MASTER VIDEO VIEWS
→ +78% SALES INCREASE ON AMAZON
→ +300K BRAND STORE VISITS (BEST MNY PERFORMANCE)
→ 100K PR & ORGANIC CAMPAIGN COVERAGE
