Maybelline New York, the world’s leading cosmetics brand, has relaunched its iconic, jingle and catchphrase, “Maybe It’s Maybelline,” with a modern spin. Through the revived melody, Maybelline aims to convey and embody the brand’s energy and values using the power of sound.
 
The latest brand campaign features Maybelline New York’s fan-favorite products and global brand ambassadors, Gigi Hadid, Storm Reid, Peggy Gou, and the latest to join the crew, Shay Mitchell.
 
First appearing in a 1991 commercial for Finish Matte, the jingle has been a staple of the brand for over 30 years. “Maybe It’s Maybelline” will now take on a whole new meaning with this modern remake, further cementing the brand’s legacy in the beauty industry and cultural conversation.
 
Trisha Ayyagari, Global Brand President for Maybelline New York, commented, 
 
“Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment. It has transcended pop culture conversations, decade after decade, and we are thrilled to reintroduce a fun and modernized version to a new generation of cultural innovators.”
 
The new jingle was created in partnership with sonic branding agency, Sixième Son and creative agency, Gotham. 
 
Maybelline New York’s new creative campaign will unveil the refreshed brand melody, capturing the essence of New York City while playing into the city’s dynamic energy and distinctive sounds.

The jingle underscores Maybelline’s long-standing tradition of making memories and shaping culture with a driving beat that illustrates the power of NYC and chords that uplift and empower. 
 
Laurie Donlon, CEO at Gotham – the brand’s global creative agency partner, said, 
 
“Maybelline is a brand with a tremendous legacy, almost 110 years of beauty heritage. In the 90’s, when we created it, the jingle became one of the most memorable advertising lines of all time. Today, we look to the brand tenets of Modern Beauty, Authentic NYC, Culture and Music to celebrate our brand values of self-confidence and self-expression. Visually, our work captures the culturally diverse, creatively vibrant, authentic spirit of New York City.”
 
The new “Maybe It’s Maybelline” will be featured throughout the campaign beginning September 2024 with plans to leverage the tune in future creative as well. 

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