Itzy Stars in Maybelline New York 11.11 Campaign in China

“Play with Possibility.”


Maybelline New York



McCann Worldgroup

It’s that time of year again. “11.11” is the world’s largest e-commerce event, consistently setting new sales records, with last year reaching US $38.3 billion, double the amount of Black Friday and Cyber Monday combined is back.

This year, to celebrate the e-commerce festival, Maybelline New York is combining virtual reality in a gamified experience with K-pop band Itzy, reinventing the makeup try-on with bespoke experiences for each of the brand’s products.

Partnering with agency Gotham, part of the McCann Worldgroup, Maybelline aims to r”each the fashion-forward trend seekers who use 11.11 to search for the best products and drive awareness to China’s largest e-commerce event,” the agency said.


Maybelline New York worked with director Rigend on the campaign to create a world where next-generation innovation meets Maybelline makeup.

Venturing into the virtual, the campaign turns the Maybelline product into an experience, going beyond functionality and creating an interactive world consumers can immerse themselves in.

The campaign launches today, Friday, November 11, and will run on social and digital across the Chinese e-commerce platform Tmall as well as on Maybelline’s own platforms.



Agency: gotham
Laurie Donlon, CEO
Hans Dorsinville, CCO
Andrea Lubel, Director of Client Services
Shanna Carpenter, Director of Strategy
Jen Pugliese, Head of Production
Dan Scudellari, Executive Producer
Karen McIntyre- Executive Creative Director, Copy
Lindsey Speirs- Creative Director, Copy
Alexis Monette- Associate Creative Director, Art
Cait McCarthy- Senior Art Director
Lauren Hill- Design Assistant
Laura Norcini, Global Brand Director
Taylor Webb- Account Supervisor
Saadia Iqbal – Account Executive
Rohini Sinha- Account Executive
Riley O’Rourke – Senior Project Manager
Denise Popovits – Director of Project Management

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The Staff

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