‘Maybe It’s Maybelline’: An iconic jingle revamped.

Maybelline New York’s audio asset, which commands a remarkable 84% brand recall, has been boldly modernised by global sonic branding agency Sixième Son. The original ‘Maybe It’s Maybelline’ jingle had remained unchanged for almost three decades until now, with an update that places New York City - and with it notions of cultural diversity, energy and optimism - at the forefront of the audio brand. The three-second sonic brand, which Maybelline first featured as part of its ‘What’s Your Maybe?’ digital campaign, aligns with current pop culture trends, including the likes of Gigi Hadid and Shay Mitchell, all while still paying homage to the catchy elements of the original audio identity.

The new Maybelline audio identity can be listened to here.