Maybelline Created a Faux Reality Show to Hype Its Two Primers | Muse by Clios

Maybelline has launched a faux reality TV campaign called 'Primer Donnas,' featuring reality TV stars Ariana Madix and JaNa Craig. The campaign dramatizes the benefits of its primers through humorous scenarios, including Ariana throwing water at JaNa while her makeup remains intact. According to Jo Cresswell from the agency adam&eveDDB, the campaign aims to showcase the high-stakes energy of reality television alongside the dedication people have toward their beauty products. Directed by Melissa Bolton Klinger, the ads will be featured on popular platforms such as Peacock, Meta, and TikTok.

"The grippy primer held. Her patience didn’t," Ariana says in a scene from 'Primer Donnas,' highlighting both the product's benefits and the comedic tension between the characters.

'Primer Donnas' is the ultimate collision of beauty and drama," says Jo Cresswell, explaining how the campaign merges the excitement of reality TV with Maybelline's brand.

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