Maybelline
Collaborating with New York City's Interactive8 (and subsequently Luminant Worldwide), PERSONE contributed greatly to the design and development of Maybelline's first online brand presence.
The team's initial focus was the Maybelline product web site. The defined goal of appealing to a younger demographic led us to create an aspirational online competition called the "Maybelline5" which would appeal to this new demographic of web-savvy girls. We chose 5 girls from around the USA, followed their trip to New York City, and then provided a virtual web log for them to share pictures, journal entries, and more for the following year.
Product Features
In addition to designing much of the product site, we also produced much of the interactive content for the Maybelline5 contest and many of the interactive Flash elements on the site. We also designed and produced most of the seasonal and featured-product driven "color stories," almost all of which included animation and product interactivity. These were playful online translations of offline branding which introduced Maybelline's web users to their ever-changing product line in a fun, engaging manner.
Newsletter
Along with launching a product site with extensive product offerings, Maybelline also wanted to reach out to current product users as well as extend their messaging to a wider audience. We developed a newsletter mini-site called "The Maybelline Scene" that offered an animated home page which would offer short, quick-to-read articles about new products, fashion trends, cultural and lifestyle subjects and also offered a poll as a chance for readers to engage with the brand, voice their opinion about certain issues, and for Maybelline to collect some user data.
Summary
Being involved in the brand's online development process from the ground up gave us a real depth of understanding of how we could approach brand goals via a web site and online community. We translated offline campaigns into interactive experiences with the brand and their products, and extended the marketing focus to a wider demographic.