How Maybelline Updated Its Jingle For TikTok Era To Cross Global Boundaries, Generations [Video]

How do you dip into nostalgia and update something as powerful and influential as the 1991 tagline “Maybe It’s Maybelline” to use globally in 2024 when strangers have so much influence over feelings and opinions that support consumer purchases?

When Maybelline’s jingle was created “thirty years ago, we lived in a much more fragmented world, and all countries had their own version,” says Julie Delazyn, global head of brand communications, at Maybelline NY, a L’Oréal brand.

The original jingle appeared in a television commercial for Finish Matte.

And while it has been the brand’s identity since, the challenge to update the sound attached to the three iconic words meant understanding how it transcends generations and global boundaries.

Maybelline New York worked with sonic branding agency Sixième Son to take the melody across generations and allow each of them separately to adapt and stand out across digital content, including social media. …