“In 2012, Maybelline New York came to us with a singular goal: give the brand a voice. And so, Maybelline CITY was born. Leveraging insights from our deep experience in publishing, we created a modular ‘blog-azine’ with monthly themes. Each month, we published original video, editorial features and social content for users to watch, explore and share. From ‘Off the Cuff’ to ‘Posed,’ our monthly series brought together influencers with ‘It’ team members like Erin Wasson, Louise Roe and Gabriel Almodovar. Video features were augmented with interactive editorial content like ‘It Girl’ and ‘The Verdict.’ Each module was designed to reinforce trend authority while showcasing the CITY lifestyle. Created with social top of mind, features were designed to be portable for multiple channels and customer management. Today, CITY has redefined the brand and converted visitors to buyers.”