THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

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Super Stay Teddy Tint Liquid Lip Tint

Entered in Beauty

Objective

Maybelline New York launched their newest lip innovation: Super Stay Teddy Tint, a revolutionary lip tint with a blurred matte formula that lasts up to 12 hours. The brand didn't want to just launch Super Stay Teddy Tint, they wanted to engineer a breakthrough newness acceleration approach to create a viral frenzy before it even hit shelves. By tapping into a new community of social sellers, participating in high-profile events, and collaborating with top tier creators, Maybelline ignited a consumer rush for Super Stay Teddy Tint. Through all these efforts, the launch sought to reinforce Maybelline New York’s reputation for delivering true innovation, breaking the mold in terms of marketing tactics and making this launch a cultural phenomenon!  

Strategy

Maybelline's Super Stay Teddy Tint launch wasn't just a product release; it was a strategic masterclass in generating excitement and driving unprecedented consumer demand. To kick off this launch, Maybelline executed its first ever Tik Tok Shop launch by tapping into a new community of social sellers to build the hype and create conversion driving content. With these social sellers, as well as beyond, Maybelline executed next-level product seeding, even gifting some social sellers a collectible GWP that was available only for those who purchased on Tiktok Shop.  This social push quickly made Super Stay teddy Tint the brand’s most successful Tik Tok Shop launch ever, flooding feeds with conversion driving content! Additionally, Maybelline infused Super Stay Teddy Tint into exclusive influencer hub events, both organic and paid influencer content across multiple platforms, and sent out premium collectable PR mailers. This mass-level buzz quickly positioned Super Stay Teddy Tint to be the must-have lip product of the holiday season!  

Once Super Stay Teddy Tint hit the shelves at the start of 2025, the momentum didn’t stop! Maybelline executed its first ever NYC-wide scavenger hunt, allowing everyone to join in on the rush for plush and find daily product drops across iconic locations around the city. Maybelline kicked off the stunt with an announcement video showcasing Teddy around the city – but who was behind the Teddy mask? Consumers needed to follow along throughout the week to find Teddy Tint & find out who was behind the mask. The brand launched daily clues & influencer content via Tiktok & Meta paid media to excite crowds and guide them to each day’s iconic NYC location where they could find the teddy tint shade of the day. Each day had jaw dropping turn outs as we handed out over 7,500 pieces of product across five days. The brand chose to reveal who was behind the Teddy Mask on a national scale with a morning segment on Good Morning America, where Jojo Siwa was revealed to be the scavenger hunt mastermind. This ensured even more nationwide attention and drove further sales.  

Through this series of groundbreaking initiatives, the Super Stay Teddy Tint launch not only continues to exceed all expectations but established a new benchmark for best-in-class product launches at Maybelline, while further solidifying the brand's position as the leading Makeup brand in the US, as well as a leader in innovative marketing. 

Results

Maybelline's Teddy Tint launch didn't just break records; it shattered expectations and achieved a series of unprecedented brand firsts. Maybelline deployed a truly disruptive 360-degree strategy from pre-launch all the way through its national rollout. The brand unlocked a new social sellers segment of creators, achieving huge social buzz and pioneering Maybelline’s first-ever TikTok Shop launch! The ‘Rush for Plush’ mania swept across For You pages, setting Super Stay Teddy Tint on FIRE just in time for holiday. All of this followed by Q1 robust social plans and on ground activations have garnered next level attention, which has generated and sustained sales far above brand expectations! 

Entrant Company / Organization Name

Maybelline New York