Mumbai, February 2025: In a bold move that redefines how beauty brands connect with their audience, Maybelline New York has launched an innovative consumer-first campaign for its latest range, the Sunkisser. A revolutionary 2-in-1 highlighter and blush, Maybelline Sunkisser, available in 5 shades, is designed to deliver a radiant glow with a pop of sunkissed color, offering the perfect golden hour glow that lasts 12 hours, embodying the effortless beauty Maybelline is known for.

This campaign reimagines advocacy by engaging real consumers in shaping the product launch. It underscores the brand’s belief that the true power of beauty lies in the collective influence and authenticity of its community, who is the real voice of beauty.

At the heart of this campaign was Maybelline’s mission to empower consumers and make them an integral part of the product journey. To bring this vision to life, the brand partnered with leading beauty Key Opinion Leader, Malvika Sitlani, with a decade in the beauty creator industry, whose dedication to empowering her community perfectly aligned with Maybelline’s brand vision of consumer-centric innovation.

The campaign unfolded through a distinctive first of its kind four-city tour across Mumbai, Delhi, Bangalore, and Kolkata, where Malvika Sitlani connected with her followers at exclusive blind testing meet and greet events. At these events, attendees had the opportunity to swatch and experience the Maybelline Sunkisser without knowing the brand or product name, allowing them to focus solely on its quality, blendability, and glowy finish. Each participant provided their feedback through a detailed questionnaire, and the overwhelming response was glowing—affirming Sunkisser’s appeal and effectiveness.

In partnership with Maybelline, Malvika brings the product’s magic to life in a campaign video, where she’s on a mission to capture the perfect golden hour glow while getting clicked, like many of us do. Trying different angles and lighting, she struggles to catch that sought-after warm glow—until she reaches for the Maybelline Sunkisser. With just one swipe, the innovative highlighter + blush duo product delivers the radiant, sun-kissed glow she’s been chasing, proving that Sunkisser gives you golden hour, anytime, anywhere.

Commenting on the campaign, Jessica Rode, General Manager, Maybelline New York India said “At Maybelline New York, our mission is to create products that resonate with our consumers and empower them to express themselves confidently. With the launch of Maybelline Sunkisser, we’re redefining the way we connect with our consumers. Rather than just launching the product and telling them what is great, we enabled our consumers to experience the product firsthand, contribute to the dialogue, and share their authentic beauty journeys. This marks a new era—one where beauty is not just created for the community but powered by it. More than a product launch, this is a celebration of self-expression and the creativity that makes Maybelline truly unstoppable.”

This campaign is a testament to Maybelline’s evolving philosophy—empowering consumers to shape beauty with their insights and preferences. By inviting real voices to take center stage, the brand is not just introducing Sunkisser; it’s cultivating a sense of inclusion, trust, and collaboration, ensuring the product is not only introduced but truly validated by its community.