Created by McCann-Erickson Worldwide and shot in New York, the campaign marks the first time an Asian face has been used by Maybelline to promote cosmetics, according to Melvin Chua, general manager of McCann-Erickson Guangming, Shanghai.
Manhattan Mauves, a new line of lipstick and nail colors available in shades of light purple, was developed specifically for Asian women, he said, and "so far it is selling extremely well."
The budget was not disclosed, but the ad will run in China, Taiwan, Hong Kong, Thailand and Singapore.
By far the most important of these is China, a key overseas market for Maybelline where the brand is available on a mass-market level at competitive prices and "is not a premium brand," Mr. Chua said.
A TRENDY LOOK
A division of L'Oreal, Maybelline had been searching for an Asian face that would work well in different Asian markets and reflect a youthful, trendy look in line with the brand's image.
The print ad is predominantly used in magazines that target young women.
The 16-year-old model also appears in point-of-purchase materials and in-store merchandising, as well as a variety of public relations activities and appearances.