18 Jul 2023
People are losing their minds over this Maybelline’s new Sky High stunt on the London
In a bid to sell mascaras, Maybelline has added eyelashes to Tube carriages and London buses. And people are unexpectedly obsessed
with it.
The world of beauty marketing can often get a little weird. While the products are all dedicated to making us look more beautiful, sometimes selling prettiness gets a little boring, and brands must be creative. The latest in weird beauty marketing landed in London this week in the form of massive, larger-than-life, King Kong-esque mascara wands dotted across London, courtesy of New York-based beauty brand Maybelline.
The wands, which are approximately the size of a pub garden parasol or a large adult man, are suspended from billboards for Maybelline’s new Sky-High mascara at central locations like Tube stations or traffic crossings, and that’s not even the best bit: they’re interactive. As buses and tube trains pass by the appropriately placed wands, their eyelashes are stroked by the wand in the style of applying mascara. Oh, it is important to note here that Maybelline has also attached large fake eyelashes to the buses and Tube trains.
It’s an objectively ridiculous marketing stunt, but the internet has just stumbled upon it and is treating it like a child they never knew they had. “I’d buy so fast LMFAO this is good marketing,” wrote one Twitter user in reply to the video, with another adding, “They graduated from the Barbie marketing university with HONORS,” and a third commenter adding, “They’re on the way to Servington university.” One simply said: “This is the best thing I’ve ever seen in my life.”
The stunt has helped to fuel already-high opinions of the new mascara, which has taken over TikTok with creators testing it out and posting glowing reviews of the product. Its formula, enriched with bamboo extract, is said to be “super lengthening and volumising” with a “flex tower mascara brush”. Sadly, the real-life brush is a little smaller than in the ads, but people seem to love the product. So much so, that Londoners are even plotting to track down the stylish tube carriage and bus so they can see them in real life. “Finding Barbie bus is over,
I need to find Maybelline Bakerloo carriage,” said one Twitter user.
