Maybelline New York is reviving its iconic 90s jingle “Maybe It’s Maybelline” to engage a new generation of consumers. 

The brand announces a modern spin on the familiar tune, set to launch in September 2024 as part of a broader campaign featuring its global ambassadors.

According to Trisha Ayyagari, Global Brand President for Maybelline New York, the original jingle, which debuted in 1991, has achieved an 84% brand recall rate. 

“Our jingle captures the essence of who we are as a brand, embodying self-confidence, authenticity, and empowerment,” Ayyagari said in a news release. 

“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,” Ayyagari added.

Paying Homage to NYC

Maybelline’s new campaign integrates visual and sonic elements to represent the brand’s connection to New York City. 

The company partnered with sonic branding agency Sixième Son and creative agency Gotham to develop the updated jingle. 

“Sound has the power to influence how we see the world, evoke emotion, and spark connections,” Sixième Son President Michael Boumendil said in the news release. 

“With the new ‘Maybe it’s Maybelline’ jingle, we set out to do all three, creating a melody that represented the energy of New York and the self-confidence and vitality that Maybelline prides itself on while paying homage to the original jingle from the ’90s.”

Featured Brand Ambassadors

The campaign features Maybelline’s global brand ambassadors, including Gigi Hadid, Storm Reid, Peggy Gou, and new addition Shay Mitchell. These influencers will help introduce the refreshed brand sound to a younger audience.

Gotham CEO Laurie Donlon highlighted the brand’s focus on “Modern Beauty, Authentic NYC, Culture and Music” in celebrating its values of self-confidence and self-expression. 

The campaign’s visual aspects are designed to capture New York City’s cultural diversity and creative vibrancy.

Maybelline’s owner company, L’Oréal, saw sales rise 5.3% on a like-for-like basis in Q2 2024. Maybelline’s Sunkisser blush was one of the makeup segment’s product launches, contributing to double-digit growth.