Naomi Campbell and RuPaul Lead Maybelline’s Global ‘Icons’ Campaign by Gotham

Maybelline New York has officially launched its exciting global campaign, “Only Icons,” highlighting the beloved Instant Eraser Concealer. This campaign features international superstars Naomi Campbell and RuPaul, showcasing their influence in the beauty world.

Directed by Bardia Zeinali, the campaign takes inspiration from iconic documentaries and aims to celebrate the unique place Instant Eraser holds in beauty routines worldwide. In a captivating trailer, Campbell, RuPaul, and fellow model Gigi Hadid share their admiration for this essential product, referring to it as a beauty icon in its own right.

Instant Eraser has been a game-changer in the makeup industry since its launch in 2010, thanks to its easy-to-use sponge applicator and lightweight formula. With nearly 15 years of success, the product has become a must-have for both professional makeup artists and everyday users. This new campaign is designed to remind consumers why they fell in love with Instant Eraser, while also reaching younger audiences who may be unfamiliar with its legacy.

As part of the campaign, the iconic jingle “Maybe It’s Maybelline” has been revamped for a modern touch. First introduced in 1991, this catchy slogan has resonated with beauty enthusiasts for decades, achieving an impressive 84% brand recall. The updated version aims to connect with a new generation while honoring the brand’s rich history.

The “Only Icons” campaign will be rolled out in three phases: Tease, Launch, and Sustain. The full reveal took place during the Emmy Awards on September 15, 2024, and the campaign will continue to engage audiences through social media, digital platforms, and striking murals and billboards across New York City and Brooklyn.

To experience the celebration of Instant Eraser’s legacy, make sure to check out the large-scale mural featuring Naomi Campbell in Richmond.

Join the conversation and rediscover why Instant Eraser is truly an icon in the beauty world!

Credits:

Maybelline New York / L’Oréal
Global brand president: Trisha Ayyagari
Senior vice-president, global marketing: Emilie Lor
Vice-president, category marketing, face: Sars Santos
Global marketing manager, face: Angus Mitchell
Senior campaign manager, face: Charlie Perez

Creative Agency: Gotham
Global chief executive officer: Laurie Donlon
Global chief creative officer: Shannon Washington
Director of client services, managing partner: Andrea Lubel
Global executive creative director: Jason Moses
Global creative director: Andrew Tutko
Associate creative director: Fran Musso
Group creative director: Lindsey Speirs
Creative director, copy: Lilian Mehrel
Associate creative director, copy: Prashant Nashi
Creative services director, partner: Grace Geraghty
Director of strategy, managing partner: Shanna Carpenter
Senior strategist: Christophe Nabhan
Strategist: Diego Torres
Head of production: Jen Pugliese
Executive producer: Dan Scudellari
Producer: Hallie Steck
Global brand director, partner: Laura Norcini
Senior account director: Naomi Bagga
Account executive, face: Haneen Haque
Assistant account executive, face: Agape Amanuel
Director of project, management partner: Denise Popovits
Senior project manager: Yuka Diaz
Director of talent partnership, managing partner: Barrett Zinderman
Casting manager: Nora Krupitsky
Director of business affairs: Deb Haas
Business affairs coordinator: Kaitlyn Ahlefeld
Director of graphic services, managing partner: Stu Turner
Director of studio services, managing partner: Chris Weston
Production/Glam/Post

Production: AP Studio
Executive producer: Alexis Piqueras
Producer: Anneliese Kristedja
Director: Bardia Zeinali
Cinematography: Patrick Golan
Photographer: Campbell Addy
Production designer: Piers Hanmer
Movement director: Yagamoto
Gigi hair: Mustafa Yanaz
Gigi makeup: Erin Parsons
Gigi styling: Elizabeth Sulcer
RuPaul makeup: Raven (David Petruschin)
Naomi hair: Rio Sreedharan
Naomi makeup: Adam Fleischhauer
Naomi styling: Carlos Nazario
Manicurist: Dawn Sterling
Editor: Will Town
Post house: Modern Post
Music: Storefront Music