Projects

Reinventing an Iconic Sound for Maybelline New York

ISD Team

Abstract

Maybelline New York one of the world’s leading cosmetic brands, needed a distinctive and emotionally resonant sonic strategy to stand apart from competitors and strengthen brand recall across global markets. The result was a bold reinvention of the iconic “Maybe it’s Maybelline” jingle, reimagined to capture the essence of the brand while embodying themes of self-confidence, authenticity, and empowerment.

Description

Maybelline New York, partnered with Sixième Son to develop a sonic strategy for the brand. They wanted to create a sound that resonated with younger audiences and long-term customers alike, reflecting modern beauty, celebrating self-confidence and self-expression.

Sixième Son recommended the revival and reinvention of Maybelline’s iconic audio asset: “Maybe it’s Maybelline.” Since the early 1990s, the Maybelline jingle had been used sporadically and without consistency. However, our research which included Gen Z revealed that 84% of the audience still recognized the jingle when it was sung. Despite limited use, the jingle was culturally significant and had four decades of brand equity. Research further showed that while the original jingle held strong nostalgic value, it needed to be updated to reflect modern attitudes toward beauty; diverse, confident, and inclusive.

The iconic Maybelline Jingle was reinvented with a new sound that encapsulated the New York spirit, combining a driving beat to convey the city’s energy with uplifting chords to evoke empowerment. A blend of fresh vocals with the emotional legacy of the original line, ensures recognizability while feeling entirely new.

Building on the new jingle Sixième Son developed a sonic strategy as if Maybelline were not just an iconic brand, but also an artist. A sonic identity was created blending Pop, Hip-Hop, and Latin Reggaeton it’s sharp, urban and colorful and embodies Maybelline’s legacy in beauty and culture.

We also created song-like content perfectly adapted to Maybelline products and the communication needs. Product attributes were uniquely highlighted while still staying true to Maybelline’s new sonic identity. The result is a rich sonic universe and a cohesive brand sound architecture that empowers Maybelline to harness the full potential of music and sound.