Maybelline New York stepped out of the makeup studio and into the streets with a bold urban activation that turned its product into the medium itself. To introduce the Grippy Serum Primer, the brand transformed iconic New York neighborhoods into a live demonstration, using the primer to physically adhere posters in public space. The result was a campaign that didn’t explain performance — it proved it.
When the product becomes the message
Instead of relying on traditional glue or paste, Maybelline fixed its street posters using the Grippy Serum Primer itself. Installed across Williamsburg, the East Village, and SoHo, the posters showcased the primer’s texture and hold in real time, turning sidewalks and walls into proof-of-performance surfaces.
The idea is instantly understandable at street level: if the primer can hold a poster in place outdoors, it can clearly hold makeup on skin. The benefit is embedded directly into the execution.
Street culture as the perfect testing ground
By choosing neighborhoods known for creativity, fashion, and constant foot traffic, Maybelline placed the activation exactly where people stop, look, and share. The campaign blends naturally into New York’s wild-posting culture, making it feel less like an ad and more like a clever street intervention.
This authenticity encouraged organic interaction, with pedestrians and creators pausing to inspect, photograph, and record the posters — extending the reach far beyond the physical placements and into social feeds.
The “Grippy Takeover” rollout
The poster installations represent the first phase of what Maybelline calls “Grippy Takeover”, a three-stage project designed to transform parts of the city into experimental brand spaces. This opening phase works as an urban teaser, introducing the concept of adhesion while maintaining the brand’s edgy, street-forward New York aesthetic.
Rather than peaking in a single moment, the multi-phase approach allows the idea to evolve, build momentum, and stay culturally relevant over time.
OOH that demonstrates instead of decorating
In a city saturated with visual noise, this campaign stands out by being radically clear. There are no complex builds or heavy explanations — just a sharp insight executed with confidence. The posters don’t decorate the city; they interact with it.
For beauty marketing especially, the shift is powerful. Performance is no longer implied through polished visuals but shown through a tangible, real-world test anyone can witness.
Final thoughts
With the Grippy Serum Primer street activation, Maybelline New York proves that the most effective OOH ideas are often the simplest. By letting the product do the work, the brand transformed a familiar format into a memorable demonstration that feels modern, shareable, and unmistakably urban.
It’s not just a poster campaign — it’s makeup performance, stuck to the city.
FAQs about this campaign
What is Maybelline’s Grippy Serum Primer OOH campaign about?
It’s a New York City street activation where Maybelline used the Grippy Serum Primer itself to adhere posters, turning the product’s grip into a real-world demonstration.
Where did the activation take place?
The posters appeared in key NYC neighborhoods including Williamsburg, the East Village, and SoHo—high-visibility areas known for foot traffic and creator culture.
Why does the idea stand out?
Because the product benefit becomes the execution. Using primer as the adhesive makes the message instantly clear at street level and naturally encourages filming and sharing.
What is “Grippy Takeover”?
It’s the wider rollout Maybelline describes as a three-phase project, with the poster drop acting as a teaser that introduces “adhesion” as the core creative theme.
What can brands learn from this campaign?
Demonstration beats explanation. When OOH makes the benefit tangible—especially with a simple, clever mechanic—it earns attention, social amplification, and stronger product belief.
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