Maybelline tapped SNL star Chloe Fineman for a comedic ’90s style music video campaign. To promote the brand’s new Tattoo Studio Ink Pen Eyeliner, Maybelline dropped “Ugly Cry, Perfect Liner,” a musical parody sung by Fineman to prove just how strong the eyeliner’s 24-hour wear and “cry-proof” abilities are. In the video, Fineman can be seen “singing, crying and dancing in a copious amount of rain” all while her eyeliner stays intact. To reach Gen Z, Maybelline is using both comedy and nostalgia, two marketing trends we know young consumers actually like seeing. YPulse told you how some brands are able to turn their viral songs into entire campaigns—and our Music report data shows that 41% of young people say they’ve tried to find a song they heard in a commercial / video / TV show. (Marketing Dive)
