Mumbai: Maybelline New York has unveiled its latest innovation—the Sunkisser Range, a 2-in-1 highlighter and blush designed to deliver the perfect golden-hour glow that lasts up to 12 hours. More than just a product launch, this campaign marks a new era of beauty marketing, redefining how brands connect with consumers by making them an integral part of the journey.
Maybelline’s Sunkisser launch is built on the belief that beauty is shaped by its community, not just the brand. With five radiant shades, Sunkisser blends seamlessly to create a sunkissed flush and luminous highlight, embodying the effortless beauty that Maybelline is celebrated for.
To bring this vision to life, Maybelline partnered with Malvika Sitlani, a leading beauty creator with over a decade of industry influence. Known for empowering her community, Malvika was the perfect collaborator to champion this first-of-its-kind consumer-powered campaign.
The campaign unfolded through an exclusive four-city tour across Mumbai, Delhi, Bangalore, and Kolkata, where Malvika hosted blind testing meet-and-greet events. Attendees had the chance to swatch and experience Sunkisser without knowing the brand or product name, allowing them to focus entirely on its blendability, glow, and performance. Each participant provided feedback through a detailed questionnaire, and the response was overwhelmingly glowing, confirming Sunkisser’s appeal and effectiveness.
To showcase the magic of Sunkisser, Maybelline and Malvika created a campaign video that brings the product to life. The video captures a relatable struggle—chasing the perfect golden-hour glow while getting clicked. After adjusting angles and lighting to no avail, Malvika swipes on Maybelline Sunkisser and instantly achieves the radiant warmth she’s been looking for—proving that with Sunkisser, you can achieve golden hour anytime, anywhere.
Commenting on the campaign, Jessica Rode, General Manager, Maybelline New York India, shared, “At Maybelline New York, our mission is to create products that resonate with our consumers and empower them to express themselves confidently. With the launch of Maybelline Sunkisser, we’re redefining the way we connect with our consumers. Rather than just launching the product and telling them what is great, we enabled our consumers to experience the product firsthand, contribute to the dialogue, and share their authentic beauty journeys. This marks a new era—one where beauty is not just created for the community but powered by it. More than a product launch, this is a celebration of self-expression and the creativity that makes Maybelline truly unstoppable.”
With this campaign, Maybelline is shifting the narrative from brand-driven storytelling to consumer-powered beauty. By placing real voices at the center of the conversation, the brand fosters trust, inclusion, and authenticity, ensuring that Sunkisser isn’t just launched—it’s validated by the very community it serves.
