‘Maybe it’s Maybelline’ is one of beauty’s most recognisable jingles.
And now Maybelline New York is bringing back its signature sound of the 1990s, this time with a modern twist.
The revived melody is said to convey the brand’s energy and values, and features in a new brand campaign starring Maybelline’s global brand ambassadors Gigi Hadid, Storm Reid and Peggy Gou, as well as newcomer Shay Mitchell.
“‘Maybe it’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall,” said Trisha Ayyagari, Global Brand President for Maybelline New York.
“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.”
The L’Oréal-owned brand worked with sonic branding agency Sixième Son and creative agency Gotham on the refreshed brand melody.
According to its creators, the update combines a driving beat that illustrates the power of New York City with chords that “uplift and empower”.
“Sound has the power to influence how we see the world, evoke emotion and spark connections,” said Michaël Boumendil, President of Sixième Son.
“With the new ‘Maybe it’s Maybelline’ jingle we set out to do all three, creating a melody that represented the energy of New York and the self-confidence and vitality that Maybelline prides itself on while paying homage to the original jingle from the 90s.
“Together with Gotham, we fused both sound and visual creative to showcase, in three powerful seconds, the lasting impact Maybelline has within culture.”
The campaign will air in September, with plans to leverage the tune in future creative projects for Maybelline.
The original jingle first appeared in a 1991 commercial for Maybelline’s Finish Matte.
