Maybelline New York: Only Icons

Shortlist Award

Only Icons

Maybelline New York

United States

2025

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Entrant Company

GOTHAM

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Fashion & Beauty

Category

Fashion & Beauty

Since its launch in 2009, Instant Eraser had swiftly achieved icon status with its groundbreaking design and formula. And due to its award-winning performance with users of all skin types, imitators couldn’t compare. But fifteen years later, Maybelline found its share threatened by the proliferation of indie and luxury brands with similar packaging and formulas which were rapidly eating away at the market share the brand had held for years. Resulting in Maybelline’s Instant Eraser (the OG) being mistaken for a dupe of its own copycats! Rather than go on the defense and attack dupe culture we decided to remind people of who the real OG of concealers is and why, by entertaining versus advertising, focusing on TikTok and Instagram. We took inspiration from drama-filled sports documentaries with their juicy tidbits, meme-ready reactions and sound bytes like The Last Dance. That, plus TikTok’s love of industry lore and gossip gave us the nugget to create a surprising campaign that would get people talking about the icon Instant Eraser is, even when they didn’t know it. So far, the results are pointing to one of the biggest revivals in brand history, outperforming all media and sales benchmarks. An iconic mission, accomplished.

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Credits

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