Maybelline New York is promoting its Grippy Serum Primer in a new way. Its immersive, citywide campaign is designed to quite literally grip the attention of NYC, according to the Happi Top 30 company. 

Maybelline New York’s Grippy Serum Primer hit the city this week with a campaign that sticks. To spotlight this primer, the brand took to the NYC streets with posters glued up by the product to showcase the primer’s ultimate gripping power, said the company. These “wildpostings” popped up across Williamsburg, the East Village and SoHo.

This is just the first phase of a larger three-part “Grippy takeover” rolling out across the city.

Created with L’Agency, the campaign highlights the primer’s unique texture and performance: a serum-smooth glide that transforms into a gripping base designed to hold makeup for up to 24 hours with plumping, hydrating benefits and no white cast, no pilling and no greasiness, said the brand.

Miley Cyrus Partnership

In case you missed it, Maybelline named Miley Cyrus as its new Global Ambassador, as reported in Happi.

From debuting her reimagination of the iconic “Maybe it’s Maybelline” jingle on Spotify, a moment that tapped perfectly into nostalgia and bold self-expression, to launching the new Serum Lipstick on Tiktok Shop and Target, Maybelline is turning cultural excitement into real momentum, said the company.