What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
Free rein: Maybelline goes viral with new video
New York – In a break from the brand’s traditional advertising campaigns, Maybelline New York has enlisted the talents of Sh*t Fashion Girls Say character P’trique to create a humorous viral campaign announcing model Charlotte Free as the cosmetics company’s new spokesperson.
The #TopChicret video depicts P’trique, aka Patrick Pope, spreading the news that Free is the new face of Maybelline to a host of New York fashion industry figures, including designer Betsey Johnson, Chrissie Miller and Lucky Magazine’s John Jannuzzi.
By recruiting the star of an internet meme, adopting Twitter-related vocabulary (‘hashtag top chic-ret’) and showing P’trique using an iPad, Maybelline is trying to connect with younger, more technology-savvy consumers. As a result, #TopChicret became a New York area trending topic on Twitter after the video was aired on Fashionista.
Fashion brands are turning away from serious, high-budget fashion films and using humour as a way to connect with consumers. Read more in our The Irony Of Fashion microtrend.
Most Recent
1
Middle Man Beauty Market:
As the men’s beauty category gains wider acceptance, the category is...
2
Exploring future scenarios powered by 5G:
As we enter a new decade, LS:N Global speculates the impact and...
3
Young Nativists:
Generation Z are reconnecting with their indigenous roots, seeking...
4
Promote sustainable design thinking from the start:
The founder of industrial design agency Morrama emphasises the need for...
5
Skincare Networks:
New online platforms are cutting through hyperbolic content with peer and...
6
Flexitarian Meats:
Food products that mix meat with a healthy dose of vegetables are becoming a...
7
Immersive VR journalism:
Designers Jim Brady and Ward Goes on how virtual reality journalism will...
8
Inside Generation Z’s identity crisis:
UAL students Nicole Angus and Nadine Gan, 21, and graduate Lucas Antunes,...
9
Diving into Lush’s phygital experiments:
Charlotte Nisbet talks about the brand’s phygital retail experiments, from...
10
Forget mental health, let’s discuss emotional fitness:
Nick Bennett, CEO and co-founder of Fika, on the student mental health...
11
Grown-up Sodas:
Consumers’ increasingly global palates are driving demand for complex...
12
Privacy Hardware:
As digital privacy and data breaches become pertinent issues, physical tools...
13
Five emerging travel destinations in 2020:
From Red Sea retreats to nomadic Mongolian adventures, in 2020 travellers...
14
Home Eatertainment:
Changing dining dynamics have created a new convenience culture focused on...
15