Maybelline

Apr 2026

Maybelline New York continues its reign in the cosmetics and beauty industry with the launch of the New Sky Tubes mascara campaign, a masterclass in high-impact commercial imagery that successfully bridges the gap between mass-market appeal and high-fashion editorial polish. Captured with the precise, sharp clarity of studio strobe lighting, the campaign features the unmistakable presence of model Coco Rocha, whose expressive gaze serves as the primary canvas for the product's lash-lengthening benefits. Under the creative lens of photographers Luigi & Iango, the visuals lean into a sleek, urban aesthetic, utilizing a metallic silver palette and blurred city backdrops to ground the product in a contemporary, fast-paced environment. The composition is bolstered by the expert styling of Mika Mizutani and the intricate, high-contrast makeup application by artist Charlotte Willer, which ensures the focus remains squarely on the mascara's tubing-tech formula and defined results. With hair styling by Stephane Lancien that complements the sharp, metallic fashion choices, the campaign reads as a sophisticated evolution of the brand's identity. By harmonizing technical precision with a bold, aspirational tone, the project effectively communicates a promise of performance while maintaining the polished, aspirational look that has become synonymous with the Maybelline aesthetic, proving once again that even functional beauty staples can be elevated through strategic, high-concept creative direction.

Commercial

Studio strobe

Cosmetics, Beauty