Maybelline New York is breathing new life into its iconic '90s jingle 'Maybe It’s Maybelline' as part of its ICONS campaign. The campaign features renowned figures such as Naomi Campbell, RuPaul, and long-time brand ambassador Gigi Hadid. The 'Maybe It’s Maybelline' jingle, first launched in 1991, has become synonymous with the brand’s identity. The campaign aims to connect with Gen-Z audiences by tapping into nostalgia while also appealing to a new generation of beauty enthusiasts.

The ICONS campaign is also promoting the Instant Eraser concealer, a product that has been on the market for nearly 15 years. Naomi Campbell and RuPaul have been chosen as the faces of the Instant Eraser concealer for the ICONS campaign. The campaign will be launched during the Golden Globes in Los Angeles on September 16, 2024.

Maybelline New York, the world’s leading cosmetics brand, is available in over 120 countries. In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide.

Trisha Ayyagari, Maybelline New York’s Global Brand President, expressed her excitement about the revival of the jingle. She 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."

Naomi Campbell, one of the faces of the campaign, also shared her thoughts, stating, "if I say she’s an icon, she’s an icon". This statement not only reflects Campbell's status in the fashion industry but also aligns with the ICONS campaign's focus on celebrating iconic figures and products.

The revival of the 'Maybe It’s Maybelline' jingle and the launch of the ICONS campaign represent Maybelline's efforts to connect with a younger audience while also honouring its rich history. By featuring iconic figures like Campbell and RuPaul, the brand is aiming to appeal to a wide range of consumers, from those who remember the original jingle to younger, beauty-conscious individuals. The campaign also highlights the brand's commitment to supporting mental health through its Brave Together program.