Overview
Maybelline New York, the world’s number one cosmetic brand, launched the second chapter of its “Maybe It’s My Stage” cultural IP, titled the Festive Edition, across two Indian cities during the festive season.
Event Details – Kolkata
The Kolkata edition coincided with the Pujo festival, featuring indie‑soul‑pop artist Temsu Clover, who performed tracks such as “Blue,” “Cry fr You,” “Antidote,” and “Slide.” The setting incorporated Pujo‑inspired elements, and superfans received a special chance to meet the artist up close, creating a personal music‑fandom experience. The Super Stay Vinyl Ink Mithai lipstick collection was put through a festive stress test involving eating puchkas, dancing, and other celebrations, with the lipstick remaining intact throughout.
Event Details – Delhi
In Delhi, the Festive Edition aligned with Diwali celebrations. Punjabi‑folk‑pop‑electronic singer Rashmeet Kaur performed favourites including “Nadiyon Paar,” “Bajre Da Sitta,” and “faqeeran,” while sharing the stories behind her music. She also selected Mithai lipstick shades for her fans and reminisced about her favourite Diwali memories. Off‑stage, attendees played mahjong and card games for Maybelline goodies, keeping the energy high.
Product Highlight
The Super Stay Vinyl Ink Mithai Collection was subjected to a very real festive stress test; guests dug into puchkas, danced, sang, laughed, and expressed themselves, yet the lipstick stayed on point through every bite, move and moment.
Brand Positioning
Maybelline New York emphasizes that there is a stage for every version of an individual across moods, genres and cities. The Festive Express, now having visited two cities, will continue to travel to additional Indian locations, turning up the volume on music, beauty and self‑expression.
About Maybelline
Maybelline New York is available in over 120 countries, combining technologically advanced formulas with on‑trend expertise and a New York City edge. In 2020, the brand launched the Brave Together program to support anxiety and depression worldwide, committing to donate $10 million over the next five years to global and local organizations.