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Brief:
What happens when a cutting edge cosmetic giant puts its considerable clout behind a band of women with sass to spare - Chicks with Attitude, that's what. Created to encourage young women - Maybelline New York's target users - to feel good about themselves and express their style with pride and confidence. The 20-city concert tour featuring indie-rocker Liz Phair, The Cardigans and up-and-coming women who rock, launched in New York City and gave concertgoers a chance to indulge in Maybelline New York makeovers before the show and go home with samples of the newest products.
Retailers got on board early with strong POS support. National coverage by some 50 major outlets, from the Associated Press to major magazines like Glamour, Elle Girl and Entertainment Weekly, and national TV shows like Extra. Makeover segments featuring Maybelline New York products were the centerpiece of coverage on morning news shows in all major tour markets.
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