After two successful seasons in partnership with “Love Island,” L’Oréal-owned Maybelline has expanded its footprint this year to stunning results.
“We’ve scaled our involvement over the years by making sure it’s more than just a product integration,” Yasmin Dastmalchi, president of Maybelline New York, told Glossy. “For example, this year, we created a challenge around our newest innovation called Lifter Gel, and what we found is that a lot of people were talking about the product [online] like it was a ‘Love Island lip gloss,’ … [which allows us to] really embed our products in those conversations in unique ways.”
According to commerce intelligence platform Daash Intelligence, weekly sales for Maybelline’s new Lifter Gel Lip Oil-in-Gel gloss grew 10x between the June 2 premiere and July 12 finale episodes of “Love Island” this summer. The gloss grew from under 5% of Maybelline’s lip business by unit in May to more than 30% in July, according to the firm.
Maybelline’s Lifter Gel Lip Oil-in-Gel is a franchise expansion of its 6-year-old Lifter Gloss. The new Lifter Gel launched with eight shades in May priced under $10 at Target, CVS, Walmart and Amazon.
“[Maybelline] launched the product four weeks before the premiere [of the show], which speaks to a bigger cultural shift around [successful] marketing,” Melissa Munnerlyn, co-founder and CMO of Daash Intelligence, told Glossy. “There used to be more of a playbook around building anticipation before a product becomes available, but now, because people move so quickly, the window between discovery and purchase really has compressed.”
