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The primary focus of this thesis was to gain insight into style executions in advertisements, more specifically, cosmetic advertisements. Cosmetics advertising has become very controversial over the past decade. The use of photo retouching and the promotion of an unattainable ideal of beauty have had alleged damaging effects on women and young girls across the globe. As indicated by the survey and other research, the disapproval of retouching and the portrayal of women in ads are extremely important issues in cosmetics advertising that seek necessary resolution. Ultimately, this integrated campaign serves as a stepping-stone to discovering a more effective and positive way to talk to women in a category that has little differentiation in the marketplace. Utilizing insights and research about cosmetics advertising and its 18 to 34-year-old female target market and their preferences, this Integrated Marketing Communications plan was created for Maybelline New York cosmetics.



  • Client: Maybelline New York

The microsite will introduce the “#BeautyUntouched” model search Instagram contest and will also reveal Maybelline New York’s new mission and campaign look. Users will be able to view the brand’s anthem video and find information about the contest and how to enter.

#BeautyUntouched Anthem Video; 60 seconds:


84% of women think it is unacceptable for brands to alter the way women look in ads. And so do we. At Maybelline New York, we encourage honest and true beauty. We’re no longer hiding behind famous spokesmodels and all the glitz and glam. And to prove it, we’re holding an open casting call for our new ‘beauty untouched” campaign on a platform that captures beauty in the truest, most honest way possible—Instagram. So simply capture your headshot with Instagram and be sure to share it with the hashtag #beautyuntouched. One lucky participant will be flown out for a photoshoot and will be featured in our advertising. So we’re looking to our fans for the truest of beauty. No retouching, no gimmicks, no filters, no fancy cameras. All we’re interested in is you — and your beauty that’s untouched.

Maybelline Facebook fan page
Social Shareable e-cards will be posted on the brand’s Facebook wall and Instagram stream. Posts will be written and designed within the brand voice and look. Consumers will be encouraged to share the images with friends on their social networks.
Rich media banner

Online banners will house rich content. Users will be able to watch the anthem video, submit an entry to the contest using their webcam, browse the entries gallery and share e-cards all within the banner. Banners will be placed on beauty and fashion oriented websites.

Vine weekly challenges

Maybelline New York will hold weekly challenges via Vine, an application by Twitter that enables consumers to record and share six seconds of video content. Every week consumers will be tasked with a new challenge (ie. Best smokey eye tutorial). Consumers will be asked to submit via Vine. Winners will receive free product.

Interactive Times Square vanity

Interactive vanity mirrors will be installed in a select few stores. Consumers will be able to sample product and snap a photo that will be featured for a few moments on digital billboards in high-traffic areas such as Times Square. Consumers will be able to submit their photo to the contest through the display.

Augmented reality print

Once a winner is chosen, she will be featured in the first-ever unretouched, Instagram-produced print ad.

The print ad will feature augmented reality technologies, enabling consumers to access additional content. Consumers will be able to watch the behind-the-scenes video of the print shoot, see the winning Instagram submission, see a “before” photo, and access makeup tips.
Print shoot video

A behind-the-scenes style video will be produced to document the campaign’s photo shoot. The video will emphasize that the campaign’s images are completely unretouched and produced through Instagram. The video will serve to validate the honesty and transparency of the campaign.

NY Fashion Week live stream

Maybelline New York will stream live from their own makeup chair at New York Fashion Week on their own website.