Maybelline New York's Primer Donnas Stars Ariana Madix
Laura McQuarrie — May 27, 2025 — Marketing
References: famouscampaigns
Maybelline New York's Grippy Serum Primer and Poreless Jelly Primer are the focus of the beauty brand's new Primer Donnas campaign featuring reality star Ariana Madix from Vanderpump Rules. This twist on favorite reality TV shows introduces beauty-obsessed characters who take their primers as seriously as winning. And as spills and splashes are inevitable, the cast needs a good primer that can handle whatever the spoof series throws their way.
While the super-blendable Grippy Serum Primer delivers long-lasting hydration without pilling, leaving a white cast or a greasy feel, the Poreless Jelly Primer helps beauty lovers avoid drama with an effortless blurring solution that extends makeup wear.
Inspired by the glamour and over-the-top moments of reality TV, this beauty campaign channels everything fans love—bold looks, big personalities, and unapologetic self-expression.
While the super-blendable Grippy Serum Primer delivers long-lasting hydration without pilling, leaving a white cast or a greasy feel, the Poreless Jelly Primer helps beauty lovers avoid drama with an effortless blurring solution that extends makeup wear.
Inspired by the glamour and over-the-top moments of reality TV, this beauty campaign channels everything fans love—bold looks, big personalities, and unapologetic self-expression.
Trend Themes
1. Faux Reality Integration - Integrating popular culture elements into product campaigns through faux reality shows captivates audiences by providing entertainment while promoting practical benefits.
2. Character-driven Marketing - Leveraging fictional personas based on beloved reality TV stars encourages consumer engagement and brand loyalty through narrative-driven advertising.
3. Hydration-focused Beauty Products - Introducing primers that prioritize hydration and long-lasting wear caters to the growing consumer demand for multifunctional skincare and makeup products.
Industry Implications
1. Beauty and Personal Care - The beauty industry continues to evolve with innovative product formulations and creative marketing campaigns that merge entertainment with consumer interests.
2. Digital Media and Entertainment - The proliferation of online video content allows beauty brands to experiment with creative storytelling formats, blurring the lines between advertising and entertainment.
3. Celebrity-endorsed Products - Harnessing the influence of reality TV stars for product endorsements creates cross-industry opportunities that boost product visibility and market appeal.
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