Whilst Maybelline New York remained the number one cosmetic brand in the world, it was rapidly losing relevance amongst Australians as indie brands redefined the local market.

The idea was to reposition Maybelline as the beauty brand of a new generation of modern Australians. A fluid generation that live by their own rules.

A campaign followed 6 key influencers exploring their stories embodying fluidity and identity. These stories were shared across social and digital media platforms.