# Stay-Put Beauty Ads Maybelline Used Its Grippy Serum Primer to Paste Up Posters in NYC By Laura McQuarrie | Published 2025-12-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/grippy-serum-primer References: [happi](https://www.happi.com/breaking-news/maybelline-new-york-launches-high-impact-grippy-serum-primer-campaign/) & [tiktok](https://www.tiktok.com/@gabyaleixandre/video/7581837169422028045)  Beauty lovers want grippy primers that stay put and lock makeup in place for long wear, and [Maybelline New](https://www.trendhunter.com/trends/maybelline-new-york) York is putting the power of its [Grippy Serum Primer](https://www.trendhunter.com/trends/primer-donnas) 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. ## Trend Insights (Trend Hunter) - Score: 8.0/10 - Popularity: 89% | Activity: 94% | Freshness: 58% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Advertising Campaigns:** Maybelline's innovative use of products in real-world advertising demonstrates the trend of creating immersive and interactive marketing experiences. - **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. - **Sustainable Marketing Materials:** Using makeup products as adhesive highlights a shift towards environmentally friendly marketing, reducing reliance on non-biodegradable materials. ### Sectors Adopting This - **Beauty and Cosmetics:** The industry is evolving to include advanced formulations that enhance both cosmetic longevity and skincare benefits. - **Outdoor Advertising:** Creative approaches like using actual products in ad installations suggest a growing market for unique and memorable physical advertising campaigns. - **Sustainable Packaging and Materials:** Innovations in eco-friendly and multi-purpose materials open new opportunities for sustainable practices across various sectors. ## Related on Trend Hunter - [XL Makeup Primer Jugs](https://www.trendhunter.com/trends/power-grip-primer-1.md) - [Beauty Comedy Collaborations](https://www.trendhunter.com/trends/comedy-collaboration.md) - [Telenovela-Inspired Makeup Campaigns](https://www.trendhunter.com/trends/descubre-elfecto-campaign.md) - [Cosmetics-Themed Dog Toys](https://www.trendhunter.com/trends/pawer-grip-primer-dog-toy.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Affordable Makeup Offers](https://www.trendhunter.com/trends/affordable-makeup.md) - [Faux Reality Drama Campaigns](https://www.trendhunter.com/trends/primer-donnas.md) - [Cheeky Lip-Gloss Beauty Campaigns](https://www.trendhunter.com/trends/if-you-nyx.md) - [Second-Screen Watch Parties](https://www.trendhunter.com/trends/the-elf-time-show.md)