Maybelline New York is putting a Canadian spin on its long-running “Maybe It’s Maybelline” jingle, with four Canadian artists creating original songs inspired by the beauty brand’s signature phrase.
The campaign, called The Power of Maybe: The Canadian Jingle Reimagined, launched this week and features Nicolina, Liz Lokre, Naomi and Tia Wood, with each artist interpreting the jingle through her own music and approach to self-expression.
Four artists, four interpretations
The campaign positions “Maybe” as a starting point for possibility, with the four songs exploring themes including new ideas, dreams, self-expression and taking chances. Each artist’s original song is also paired with a Maybelline product.
“Everyone knows the Maybelline slogan, but MAYBE has always meant more than a question mark,” said Catherine St-Pierre, Marketing Director, Maybelline New York Canada. “It is the beginning of possibility: the confidence to imagine, explore and express what could be. With this campaign, we wanted to give a new generation of Canadian artists the freedom to make our iconic jingle their own. Nicolina, Liz, Naomi and Tia each brought a completely different perspective to it, showing how music and beauty can both be powerful forms of self-expression.”
Nicolina’s original track, “Part of Me,” is described as a self-affirming song about embracing who you are and believing in yourself. The track is paired with Lash Sensational Sky High Mascara.
Liz Lokre’s “Maybe It’s Magic” focuses on confidence and magnetism and is paired with SuperStay Lumi-Matte Foundation. Naomi’s bilingual song, “Masterpiece,” centres on transformation and presenting oneself confidently and unapologetically, with SuperStay Vinyl Ink featured alongside the track.
Tia Wood’s “Maybe It’s…” explores identity, individuality and embracing one’s origins, and is paired with Instant Eraser Multi-Use Concealer.
Lokre said the campaign reflects her approach to pursuing a career in music and her willingness to pursue opportunities despite uncertainty.
“I’ve dedicated my life to my own maybe. Pursuing this dream means following my heart, listening to my intuition, and betting it all on myself,” said Lokre. “I stay focused on what’s possible. The space between what is and what could be is what gets me out of bed every day.”
Wood said makeup and artistic expression are connected to her sense of identity and independence.
“When I put on these physical creations of color, sparkle, shape and unique applique, I feel somehow connected, grounded and self-determined. This is how I feel when I am representing myself with makeup,” said Wood.
Digital campaign and live performance
The campaign has rolled out across the artists’ Instagram, TikTok and YouTube channels, with original song edits, behind-the-scenes Artist Jingle Capsules and Product Capsules.
The full campaign will also be available through Maybelline New York Canada’s YouTube channel and its The Power of Maybe campaign hub. The featured Maybelline products will be available through the Maybelline Amazon.ca Brand Store.
The campaign is scheduled to culminate Oct. 1 at 8 p.m. ET with MAYBE, Live, a YouTube Live music session featuring Nicolina, Lokre, Naomi and Wood performing the original songs created for the campaign.
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