# Ads That Define Beauty Maybelline New York Goes Dictionary Style To Sell Mascara By Vincent Salera | Published 2009-03-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/defining-definition-maybelline-new-york-wants-to-be-a-dictionary References: [adsoftheworld](http://adsoftheworld.com/media/print/maybelline_new_york_definition) This ad for [Maybelline](https://www.trendhunter.com/trends/grippy-serum-primer) [New York](https://www.trendhunter.com/trends/bts-the-city-new-york-perfect-setting-duo) uses a simple black background with the definition of the word “lash” in order to illustrate to women that with their [brand of mascara](https://www.trendhunter.com/trends/perversion-volumizing-mascara), your lashes will be well “defined,” hence using the definition of the word 'lash.' Simple, yet effective. The ad was created by advertising agency McCann Erickson, Düsseldorf, Germany with creative direction by Simon Hattrup. **Implications** - Simple branding and print advertisements are an excellent way to build intrigue and draw consumer's attention. Businesses that feel the need to over-clutter their branding and advertisements should consider simplifying visuals in order to get straight to the point with consumers who have little time to spend dissecting advertisements. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 13% | Activity: 41% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Simplistic Branding:** Businesses should consider simplifying visuals in order to get straight to the point with consumers. - **Print Advertising:** Print advertisements are an excellent way to build intrigue and draw consumer's attention. - **Building Intrigue:** Simple branding and advertisements can help build intrigue and draw consumer's attention. ### Industries Being Reshaped - **Cosmetics:** Cosmetics companies can utilize simplistic branding to highlight the features and benefits of their products. - **Advertising:** The advertising industry can explore the use of print advertisements for impactful and attention-grabbing campaigns. - **Creative Agencies:** Creative agencies can offer services that focus on creating simplistic and attention-grabbing branding and advertisements. ## Related on Trend Hunter - [Stay-Put Beauty Ads](https://www.trendhunter.com/trends/grippy-serum-primer.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Scientifically Formulated Cosmetic Lines](https://www.trendhunter.com/trends/eyelashes-and-eyebrows.md) - [Bubble Tea-Backed Mascaras](https://www.trendhunter.com/trends/colossal-bubble-mascara.md) - [Retro Mascara Kits](https://www.trendhunter.com/trends/sky-high-mascara-kit.md) - [Seasonal Eyelash Kits](https://www.trendhunter.com/trends/maybelline-new-york1.md) - [All-Asian Beauty Campaigns](https://www.trendhunter.com/trends/maybelline-face-the-difference.md) - [Refreshed Beauty Jingles](https://www.trendhunter.com/trends/maybe-its-maybelline.md)