Master Sculpt

Maybelline chose to launch Master Sculpt with Mollie King from The Saturdays as the UK spokeswoman. The campaign positions contouring as an instant shaping makeup effect. Contouring is proof that makeup can act like a workout for your face. Master it and you’d look in better shape in a matter of minutes. Contouring appeals to women who don’t necessarily look like they were “born with it” but are prepared to work at it. The campaign line, “Shape up with your makeup”, conveys the clear benefit of contouring. We launched with a TVC, a DPS and how-tos for each face shape to help women master how to shape up with their makeup.