Maybelline New York is ushering in a new era of inclusive beauty marketing with its groundbreaking campaign, ‘Face the Difference’. Designed to amplify representation within the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities, the initiative reflects the brand’s larger commitment to culturally meaningful storytelling that also supports business growth.
At the heart of the campaign is a powerful message that Asian Pacific beauty is not a monolith. Drawing inspiration from its bestselling Fit Me foundation range, the campaign features 40 changemakers across the AANHPI diaspora, each symbolising one of the 40 diverse shades. This move came after a Nielsen study revealed that one in three AANHPI individuals feel underrepresented in advertising.
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Launched during Asian Pacific Heritage Month, the campaign has already made a striking impact. In just one month, Maybelline saw over 1.4 billion media impressions across platforms and a 150% increase in AANHPI creator representation compared to the previous four years combined. Fit Me product sales also received a noticeable boost, while social media sentiment remained overwhelmingly positive.
Amy Whang, President of Maybelline New York, Garnier, and essie USA, noted that AANHPI individuals are often overlooked or treated as a homogenous group. The campaign aimed to challenge this by spotlighting the rich diversity of Asian Pacific identities on an unprecedented scale within the beauty industry.
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With Face the Difference, Maybelline has not only elevated underrepresented voices but also set a new standard for inclusive marketing, proving that celebrating diversity is both a powerful social statement and a smart business strategy.
