Maybelline’s “Maybe This Christmas” Campaign: A Holiday Mini-Series That Blends Romance and Beauty

First, the “Maybe This Christmas” campaign introduces an original five-episode mini-series created especially for the holiday season. At the heart of the story is one of the brand’s hero products: the Instant Eraser Concealer, seamlessly integrated into the narrative. Rather than relying on traditional holiday advertising, Maybelline embraces branded entertainment, transforming a beauty product into a storytelling device that enhances the emotional arc of the series.

By building a narrative universe around the holidays—a time strongly associated with romance, self-expression, and social gatherings—the brand strategically positions the concealer as an essential confidence booster during meaningful life moments.

A Social-First Strategy Built for Engagement

In collaboration with the creative agency Effort Maximum, Maybelline developed a short-form, fast-paced format tailored for today’s digital audiences. The content is optimized for platforms such as Facebook, Instagram, YouTube, and TikTok, ensuring maximum visibility and strong engagement. This mobile-first approach allows the brand to connect with a broad and diverse audience during the high-traffic holiday period.

The episodic structure encourages repeat viewing and anticipation, a smart tactic that mirrors streaming culture and binge-worthy content consumption habits. Each episode ends in a way that motivates viewers to return for the next installment, increasing watch time and boosting algorithmic performance across platforms.

Additionally, the campaign leverages vertical video formatting and snackable storytelling—two dominant trends in social media marketing—ensuring the content feels native rather than promotional.

A Cast That Captures Attention

The mini-series stars Lacey Chabert and Dustin Milligan, both widely recognized from the viral holiday film Hot Frosty. Their on-screen chemistry and charming love story immediately draw viewers in, creating emotional engagement that goes beyond traditional product advertising.

By casting actors already associated with holiday romance content, Maybelline taps into existing fan communities and nostalgia-driven viewing behaviors. This casting choice strengthens credibility and increases organic sharing among audiences who are already invested in holiday-themed storytelling.

The Product as a Storytelling Element

Rather than appearing as a simple placement, the Instant Eraser Concealer plays a meaningful role during the characters’ first encounter. This clever integration adds humor and glamour to the storyline while keeping the product organically connected to the narrative.

Importantly, the concealer is framed not just as a cosmetic item, but as a symbol of self-assurance and readiness. The product becomes part of a transformation moment—subtle yet impactful—aligning with Maybelline’s broader brand promise of empowerment and confidence.

This type of seamless product integration avoids disruption while reinforcing memorability, making the brand message more persuasive than a traditional advertisement.

Multi-Platform Distribution

The series is distributed across major social media platforms and will also be available starting December 2 on ReelShort, a platform specializing in ultra-short drama content. This multi-channel rollout strengthens reach while targeting audiences who consume bite-sized entertainment.

By extending the campaign beyond mainstream social platforms to ReelShort, Maybelline expands into emerging content ecosystems. This diversification increases discoverability and positions the brand as culturally aware and digitally agile.

A Smart Media Plan

To amplify visibility, Maybelline supports the campaign with sponsored content and paid media placements. This strategic push maximizes engagement during the crucial holiday shopping season, increasing both brand awareness and purchase intent.

Retargeting strategies, influencer collaborations, and short-form teaser clips likely complement the main episodes, reinforcing message frequency without oversaturation. This integrated approach ensures the campaign operates across the full marketing funnel—from awareness to conversion.

Why This Campaign Works

In summary, the “Maybe This Christmas” campaign successfully combines storytelling, entertainment, and product integration. By aligning with current mobile video marketing trends and leveraging short-form episodic content, Maybelline positions itself at the intersection of beauty and entertainment.

More importantly, the campaign reflects a broader industry shift: brands are no longer just advertisers—they are content creators. By delivering emotionally engaging, platform-native storytelling, Maybelline strengthens its relevance among younger, digitally savvy consumers.

As a result, the campaign has all the ingredients to become a standout holiday success—blending romance, relatability, and retail performance into one cohesive branded experience.