Give your feedback
January 30, 2017

Maybelline NY ‘snaps the look’ with Your Agency*

Posted by Luc Malcorps

Maybelline New York reached top results with its recent online ‘Snap the Look’ campaign. In team with Your Agency*, the cosmetics brand produced a fun ‘face Swap’ activation on Snapchat, using the popular gimmick for the first time in a Belgian brand campaign.

With over 1,700 views per day and the Snapchat account crossing the 3,000-member mark, Maybelline strengthens its position as the ‘go-to social media destination for ‘It’ girls.


Reaching girls between 16 and 18

Maybelline is the brand for women looking to be ‘on-trend’ in beauty and fashion. It now wished to reach girls ages 16 to 18, to promote its ‘Baby’ cosmetics line. Snapchat was the perfect platform, and ‘Snap the Look‘ was the first activation ever on this medium for a brand of the L’Oréal portfolio in Belgium.

Snap the Look

The campaign used the insight that girls like to ‘blend’ with the look of top models. They were invited to use Snapchat’s ‘face swap’ function to switch faces with one of the three iconic Maybelline spoke persons, each representing a stylish make-up look. The most original entries of the day won a product kit corresponding to their chosen style.

With just one sponsored Facebook post, daily result announcements and one targeted newsletter, the participation of the fans was fabulous. No less than a thousand girls entered their swap screenshots. The Snapchat competition pages collected 1,700 views per day, and the account crossed the 3,000-member mark, lifting it into the top 15% of brands on the platform.

That is a remarkable result, since this was the launch of the Snapchat account. ‘Snap the Look’ also generated valuable buzz and shares on social media. As a result, the brand now considers the activation an international best practice. And the new online community for girls reacts fast, promising high engagement for future initiatives.

‘Make it happen’ in Belgium

This new success is part of a long and rich collaboration between the brand and Your Agency*. Time and again they prove that Maybelline New York empowers women to express their own “it” factor.

#MNYitlook #MakeItHappen #YourAgency #YA #LOreal #Maybelline


Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulations with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible and effortless cosmetics for every woman. The brand is currently the official makeup sponsor of New York Fashion Week and other fashion weeks worldwide.

Comments are closed.