TAXICAB CHALLENGE
INTRODUCING MAYBELLINE'S ALL-NEW SERIES, HOSTED BY ADRIANA LIMA, THAT PUTS BABELLINES TO THE ULTIMATE TEST!
"GIVE YOUR LOOK AN EDGE WHILE ON-THE-GO."
We created and produced Maybelline's new taxicab YouTube series, "Makeup On The Way," where supermodel Adriana Lima serves as the host and challenges influencers, from around the globe, to apply a complete makeup look while on-the-go in the back of a New York taxi.
If they can do their makeup in an NYC taxi, they can do it anywhere!
ARE YOU READY? GO!
TAXICAB CONFESSIONS MEETS BEAUTY EDUCATION
The Work
In collaboration with Adriana Lima, and more than 30 influencers from all over the world, we created "Makeup On The Way," Maybelline's newest YouTube series that demonstrates the ease of use of Maybelline’s hottest products.
With supermodel Adriana Lima as host, each episode challenges the featured influencer to create a full makeup look in the backseat of a moving NYC taxi, before they reach their destination. In docu and tutorial style, each influencer puts Maybelline products to the test, talking viewers through each step, while completing their look using only the makeup in their taxi challenge kit.
Targeting beauty-focused Gen Z and Millennial viewers, each of the 20 episodes highlights top searched beauty trends from countries around the world, such as Russia, Germany, Mexico, and the U.S.
MAKEUP ON THE WAY | MAYBELLINE NEW YORK
TAXICAB CHALLENGE? LARSEN THOMPSON PUTS PUMA X MAYBELLINE TO THE TEST! | MAYBELLINE NEW YORK
HOW SHAUN ROSS GETS HIS NO MAKEUP MAKEUP LOOK ON-THE-GO! | Maybelline New York
QUICK & EASY BROWS IN A CAB FT. THE GREY LAYERS | Maybelline New York
"I kinda wish all cabs came with this (Maybelline makeup kit)." — @chinaealexander
Social
We've created imagery alongside cutdown episodes to launch and tease this series across all social media platforms.