Maybelline revives iconic jingle - refreshed for a new generation
Maybelline has relaunched its well-known 'Maybe It’s Maybelline' jingle to resonate better with today’s beauty consumers.
The updated jingle aims to reflect the brand's identity and values, using sound as a key storytelling element.
Trisha Ayyagari, Global Brand President for Maybelline New York, said: "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."
Originally debuting in a 1991 commercial for Finish Matte, the jingle has played a key role in Maybelline’s identity for over three decades. Its three-word phrase has become closely associated with the brand's message of confidence and quality.
The new version seeks to build on that legacy, reinterpreting the jingle for a contemporary audience.
@maybelline_uk You can dance to the jingle with the cows if you want to 🐄
The refreshed sound draws inspiration from the energy and soundscape of New York City, featuring a driving beat and uplifting chords intended to convey the brand’s message of empowerment and vitality.
According to the brand, the revival aims to mark a new chapter for Maybelline while staying rooted in its New York heritage.
The relaunch is part of the cosmetics brand’s latest campaign, featuring global brand ambassadors Gigi Hadid, Storm Reid, Peggy Gou, and Shay Mitchell.
Alongside these figures, the campaign also highlights some of Maybelline’s most recognised products.
The updated "Maybe It’s Maybelline" will begin rolling out across the campaign starting in August 2024, with plans for the melody to be used in future creative executions.
The brand intends for the jingle to remain a lasting part of its identity and cultural presence.
