Naomi Campbell and RuPaul Star in Maybelline New York’s global ‘ICONS’ campaign via gotham

UPDATED TO INCLUDE AUSTRALIA OOH ADS: Maybelline New York has tapped international superstars Naomi Campbell and Ru Paul as the faces of the Instant Eraser concealer for its new global ICONS campaign developed by Gotham.

Melburnian Maybelline-lovers can join in on the campaign by visiting the large-scale mural giving the campaign and product the platform it deserves, celebrating the near 15 years of consistent success, with Naomi Campbell’s iconicness taking over the streets of Richmond.

Launching in 2010, Instant Eraser has had an almost 15 year journey, and Maybelline’s latest ICONS campaign sees it stay true to its mission, teaming up with the three global powerhouses to celebrate living iconically. In the very wise words of Naomi Campbell – “if I say she’s an icon, she’s an icon”.

The ICONS campaign is coupled with the revamp of the iconic “Maybe It’s Maybelline” jingle, an unforgettable cultural phenomenon for over 30 years. After first appearing in a 1991 commercial, the song has been a staple of the brand and the sound of a generation for makeup enthusiasts. Establishing product superiority in just three simple, yet impactful words since its debut, “Maybe It’s Maybelline” will now take on a whole new meaning with the modern remake, further cementing the brand’s legacy in the beauty industry and cultural conversation.

Play the song:

Says Trisha Ayyagari , global brand president, Maybelline New York: “’Maybe It’s Maybelline’ is an iconic anthem that has defined beauty for generations, achieving an astounding 84% brand recall. 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 modernised version to a new generation of cultural innovators.”

Instant Eraser’s long-standing success has seen it become a ‘holy grail’ product for makeup artists and everyday beauty enthusiasts alike. When it launched, the product revolutionised the concealer category with an easy-to-use sponge tip applicator and lightweight formula. The new campaign stars the true original icons – Campbell and Paul – alongside longtime Maybelline ambassador Gigi Hadid, and speaks to notions of nostalgia, timelessness and cultural relevance.

To see the large-scale mural celebrating the iconicness of Instant Eraser, head to Swan St to see Naomi Campbell in Richmond.

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