Maybelline Used Its Grippy Serum Primer to Paste Up Posters in NYC
Laura McQuarrie — December 12, 2025 — Marketing
Beauty lovers want grippy primers that stay put and lock makeup in place for long wear, and Maybelline New York is putting the power of its Grippy Serum Primer to the test in NYC, using the product like glue to hold up poster ads. The immersive campaign features hot-pink posters across Williamsburg, the East Village and SoHo that say: "This poster was pasted up with Grippy Serum Primer" and "How grippy is it? You're looking at it."
Maybelline's Grippy Serum Primer has a formula designed to hold makeup for up to 24 hours, plus provide plumping, hydrating benefits without pilling, greasiness or leaving a white cast.
These posters are just the first part of a broader, three-part Grippy takeover set to roll out across New York City.
Maybelline's Grippy Serum Primer has a formula designed to hold makeup for up to 24 hours, plus provide plumping, hydrating benefits without pilling, greasiness or leaving a white cast.
These posters are just the first part of a broader, three-part Grippy takeover set to roll out across New York City.
Trend Themes
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Experiential Advertising Campaigns — Maybelline's innovative use of products in real-world advertising demonstrates the trend of creating immersive and interactive marketing experiences.
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Multi-functional Beauty Products — Consumers increasingly seek beauty products that offer multiple benefits, such as long-lasting wear and skincare properties, allowing brands to stand out by offering hybrid solutions.
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Sustainable Marketing Materials — Using makeup products as adhesive highlights a shift towards environmentally friendly marketing, reducing reliance on non-biodegradable materials.
Industry Implications
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Beauty and Cosmetics — The industry is evolving to include advanced formulations that enhance both cosmetic longevity and skincare benefits.
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Outdoor Advertising — Creative approaches like using actual products in ad installations suggest a growing market for unique and memorable physical advertising campaigns.
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Sustainable Packaging and Materials — Innovations in eco-friendly and multi-purpose materials open new opportunities for sustainable practices across various sectors.
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