To launch Maybe It’s Lipstick, we tapped into the cultural reemergence of Miley Cyrus. Reimagining the iconic Maybelline jingle and unveiling the brand platform The Power of Maybe. As an unapologetic icon, Miley embodied the bold new chapter for Maybelline.
Shot by legendary photographer Mario Sorrenti, the campaign blended high-fashion sensibility with Miley’s magnetic star power, turning the launch into a cultural statement on confidence and self-expression.
