driving diversity at maybelline new york: redefining beauty through the bloggerbox campaign
Working within Influencer Marketing at Maybelline New York, one of the key projects I led focused on the creation and distribution of Bloggerboxes—a strategic seeding campaign designed to promote selected makeup products through influencer partnerships.
Key initiatives involved:
product selection: I collaborated closely with product managers to identify high-performing products that aligned with current market trends. This involved analyzing sales data and consumer feedback to select items with the greatest potential for consumer interest and purchase intent.
influencer selection: I played a critical role in researching and identifying the right influencers for the Bloggerbox campaign. By analyzing current trends and engagement metrics, I ensured that we partnered with influencers who genuinely resonate with our target audience. This strategic selection process involved assessing their content styles, follower demographics, and overall brand alignment, allowing us to maximize the campaign's impact and reach
logistics coordination: In addition to influencer selection, I oversaw the logistics of sending out the Bloggerboxes. This entailed coordinating with logistics teams to ensure timely and accurate delivery
inclusive design - introducing a Black model on the Bloggerboxes for the first time: A key element of the project was designing the Bloggerboxes. While staying true to Maybelline New York's vibrant and dynamic brand image, I suggested featuring a Black model on the box for the first time. This decision was an important step in furthering the brand’s commitment to diversity and inclusion. It not only expanded the possibilities of beauty but also reflected Maybelline New York’s ongoing dedication to celebrating diverse beauty.
Contributed to a broader conversation around diversity and inclusion in beauty marketing, aligning with Maybelline New York’s evolving brand identity.
“I had the pleasure of working with Laila for 6 months during her internship at L’Oréal Germany in the Influencer Marketing Team for Maybelline New York. Within a very short time, Laila impressed us not only with her exceptional creativity, but also with her strategic thinking, which has made her an invaluable part of our team. She has always come up with creative ideas and has always approached campaigns with new and exciting perspectives.
Furthermore, Laila is a great communicator, whether working with our internal or external partners, she is always clear, concise and very professional, while maintaining a positive energy that is infectious.
I am more than happy to recommend Laila for any marketing role. She’s someone who will bring passion, creativity, and expertise to whatever she takes on. I wish her all the best in her future career!” - Vanessa Menn, Social Brand Manager