Tattoo Brow Gel
GLOBAL 360 LAUNCH
Brow impact that last for days.
Tattoo Brow Gel introduced a bold edge to Maybelline. The Tattoo name signaled confidence and staying power, but with a product this innovative, education was key. Consumers needed to see exactly how it worked—apply, set, peel, and reveal fuller brows for up to three days. Visual storytelling drove the message, using shadow play and clean high-tech aesthetics to break down the process step by step. In the U.S., it tapped into the demand for long-wear, low-maintenance beauty. In Asia, where tattoos are taboo, the focus was on performance and precision, framing it as an advanced beauty tool rather than a commitment.
We developed the visual language, messaging, and execution across the U.S. and Asia, shaping the product’s identity as both a statement and an innovation. This launch signaled a global shift for Maybelline, proving the brand could lead trends and continue to introduce new technology, with a fearless approach to beauty.
KEY VISUALS
DIRECTORS CUT
VIDEO
FRANCHISE VIDEO
VIDEO SCREENSHOTS
IN JAPANESE
DETAILS
Art Direction for print and TV (Asia+EU) for Tattoo Brow Gel Tint. Created and executed concept from start to finish with the support of Creative Director and production team. Lead designer for layout and all graphics. Worked with production to bring idea to life on set for both video and print. Led makeup, hair + fashion looks with world-renowned MNY team. Instructed body tattoo artist. Responsible for leading and approving all retouching and mechanicals, as well as supplemental casting, monitoring video transfers, finishing, and sound design.
Everything on this page is creative property of Beauty@Gotham, Maybelline NY and L'Oreal.
The work was completed while at Beauty@Gotham.