Lash Sensational Mascara

GLOBAL 360 CAMPAIGNS Refreshing a classic mascara icon. Lash Sensational was Maybelline’s best-selling mascara, known for delivering the full, fanned-out look that made it a staple in makeup bags everywhere.

With lash serums gaining popularity, the next step was clear—introduce a boosting serum designed to complement the mascara and improve results over time. Christy Turlington was the face of Lash Sensational and remained at the center.

The campaign refreshed the visuals while keeping the focus on the same mascara that built a legacy, now with a serum to enhance and extend the look over time. We ensured the launch felt modern and relevant while staying true to what made Lash Sensational a bestseller.

As Senior Art Director at GOTHAM, I led the global 360 creative for Lash Sensational — Maybelline's best-selling mascara — built around the single visual mechanic that made the product work: the fan. As lash serums gained traction, the campaign extended the franchise to introduce a complementary boosting serum.

Christy Turlington stayed the face of the line and at the center of the refresh. I led global 360 art direction and was lead designer for layout and all graphics, oversaw makeup, hair, and fashion direction, and led and approved all retouching, mechanicals, video transfers, finishing, and sound design across the mascara and the serum's print and video.