Bangkok--5 Apr--DC Consultants and Marketing Communications
Maybelline New York, the world's number 1 makeup brand, transformed the Fashion Hall of Siam Paragon 1st Floor into a vivid urban New York scene for a spectacular event, "MAKE IT HAPPEN by Maybelline New York", to launch its new brand statement that emphasizes the brand's continuous role in enhancing women's self-confidence so that they can achieve their goals. Maybelline also unveiled its new digital campaign and products including mascara, lipsticks, liquid foundation and face powder, with the brand's celebrity spokespersons Janie Thienphosuvan, Ranee "Bella" Campen and Urassaya "Yaya" Sperbund starring in a vibrant show to heat up the evening.
Nathalie Gerschtein Keraudy, General Manager of Consumer Products Division at L'Oreal (Thailand) Co Ltd, said: "This year Maybelline New York is moving forward to evolve its messaging to speak to a broad range of women that reflects the way they live in rapidly changing world that every day in life is like a 'game'. With the new brand statement "MAKE IT HAPPEN," we believe that makeup has the power to transform, inspire and express confidence. We want to empower women to accomplish their dreams, and make things in their life happen."
Yada Sarttarasathit, Marketing Director of Maybelline New York (Thailand), added: "We have started communicate the new brand statement 'MAKE IT HAPPEN' since the FACE Season 2, and for this official launch, we introduce with video clip, in which each of our spokespersons are facing challenges every day. Janie often has to deal with negative news about herself but she must not reveal any weakness in front of the camera. Bella has to put in all her efforts for the best performance of her diverse, demanding acting roles. Even Yaya who always enjoys her days also becomes tired and disheartened sometimes but she keeps going for what she loves to do and for the dearest person in her life."
By encouraging all the audience at the event to selfie and join the digital campaign, Maybelline New York revealed "#Makeupmyway", the campaign which inspires women to create a make-up look and share the picture on Instagram with hashtag #makeupmyway with a cool caption. Monthly topics for the look can be found on www.makeup-myway.com/. A winner will be chosen each month from March onwards to be awarded prize valued 5,000 baht, and the monthly winners will get a chance to win the biggest prize, a Bangkok-New York travel package (for two persons) valued 300,000 baht. Final winner announcement will be made on 30 October 2016.
To add to the enjoyment in creating each look, Maybelline unveiled new products in three ranges:
1. Maybelline New York Barbie Mascara. This two-brushes mascara will make the sweet Barbie-like look more mischievous with the heart-stopping, wide and winking eyes in three simple steps. Apply the black formula to volumise the lashes, then use the white formula to lengthen the lashes and re-apply the black formula for the ultimate lengthened and volumised lash effect.
2. Maybelline New York Matte Collection by Color Sensational. Seven matte lipsticks with four colours in pink tone to make every lip subtly sweet and sultry, and three exciting colours sure to please the real fashionistas.
3. For beautiful face there are Maybelline New York Dream Satin Skin Liquid Foundation SPF 24 PA++ formulated to provide maximum coverage and smoothing powers plus nourishing serum to make your skin feel supple and hydrated all day, and Dream Satin Skin Two-Way Cake SPF 32 PA+++ powder foundation for flawless-looking finish, with the innovative One Film technology that makes its texture incredibly sheer and soft and feel five times lighter than other compacts.
The event also included the official launch of the Barbie Mascara's TV commercial and the highlight show from Maybelline New York's spokespersons Janie Thienphosuvan, Ranee Campen and Urassaya Sperbund. Well-rehearsed for their first-ever joint performance, the three stars shed their old familiar looks and got all glammed up in sassy outfits, hairs and make-up to perform full-on dancing to the song "Bitch I'm Madonna", sparking deafening screams from fans who packed the Fashion Hall.
An additional set of sizzling performances came from the modelling ladies of The Face Thailand Season 2 reality TV programme, led by the winner Kanticha Chumma who showed off her seductive side in Beyonce's "Crazy in Love", followed by "Girls in Barbie Look" fashion show by eight more models presenting make-up looks and costumes created by Thailand's four leading beauty bloggers. The last one was the performance of "Kiss", a song by Jetsetter of which the music video was given a remake featuring seven competitors from The Face Thailand Season 2 and their sensual lip colours delivered by Maybelline New York Matte Collection By Color Sensational.
Among the attendees all impressed and excited by the shows and vibes of the event were celebrities Jarospan Svasti Na Ayudhya, Saranpak Penchart and Phuwadee Kunpalin.