Key takeaways
Miley Cyrus is the brand new international face of Maybelline, main main launches and campaigns for the model.
She has reimagined the long-lasting “Possibly she’s born with it, perhaps it’s Maybelline” jingle, a nostalgic but refreshed cultural hook.
Maybelline positions her as a muse of recent magnificence, embodying expressive, fluid, and emotional approaches to make-up.
The collaboration faucets into Cyrus’ private historical past with the model and leverages her international affect for deeper cultural resonance.
This transfer displays Maybelline’s broader technique to align with genuine icons and seize a brand new period of magnificence shoppers.
Cyrus reimagines the model’s iconic jingle whereas fronting flagship product launches.
Maybelline has formally named Miley Cyrus as its new international spokesperson, signaling a daring shift in how the model frames its magnificence narrative. The choice aligns with Maybelline’s mission to place make-up not as a inflexible customary of perfection however as a type of self-expression that evolves with cultural and private identification.
For Cyrus, the partnership appears like a pure match. “Maybelline shares my perception that make-up must be expressive, ever-evolving,” she stated, framing the collaboration as a mirrored image of her personal profession trajectory and artistic outlook.
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Reimagining an Iconic Jingle
One of the vital placing parts of the partnership is Cyrus’ function in reinterpreting Maybelline’s well-known tagline: “Possibly she’s born with it, perhaps it’s Maybelline.” For many years, the jingle has been synonymous with magnificence promoting.
By permitting Cyrus to carry her voice and creativity to the road, Maybelline seeks each to honor its legacy and inject recent cultural relevance. Cyrus herself famous that as a toddler, she would sing the jingle and picture her face on display—a dream that has now materialized.
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Driving the Subsequent Wave of Campaigns
Cyrus will entrance campaigns for a few of Maybelline’s most vital merchandise, together with the worldwide best-seller Sky Excessive Mascara, the Tremendous Keep Vinyl Ink lipstick, and the Instantaneous Age Rewind concealer.
@maybelline_uk
Limitless size. Limitless prospects. @Miley Cyrus X Sky Excessive #maybeitsmiley
♬ authentic sound – MaybellineUK
These campaigns are designed not solely to spotlight product efficiency but in addition to place magnificence as fluid, adaptable, and deeply private. As International Model President, Sandrine Jolly put it,
“Miley is greater than a worldwide icon – she is a muse of recent magnificence. Her creativity and artistry dance between energy and sensitivity.”
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Private Connection and Cultural Relevance
This partnership is just not being constructed from scratch. Cyrus has quietly championed Maybelline for months, carrying its merchandise at high-profile occasions just like the Grammys and the Met Gala earlier than the collaboration was introduced.
@mileycyrus
I used to observe Maybelline commercials on TV and picture myself because the face of the model. Now, I’ve reimagined the long-lasting ‘Possibly she’s born with it, Possibly it’s Maybelline’ jingle with a brand new track. Love you! 💋
♬ Possibly Its – Miley Cyrus
The delicate buildup created anticipation and underscored the authenticity of the connection. Extra importantly, the marketing campaign ties into Cyrus’ broader narrative of private reinvention, the place every “period” of her profession displays an ongoing metamorphosis—a theme that resonates strongly with Maybelline’s evolving method to magnificence.
The Broader Trade Shift
Superstar partnerships in magnificence are nothing new, however Maybelline’s transfer stands out for the way it leans into authenticity and nostalgia concurrently. Whereas newer celebrity-led manufacturers like Uncommon Magnificence or Rhode are disrupting from outdoors the legacy mannequin, Maybelline is demonstrating that established gamers can nonetheless reinvent themselves by aligning with figures who embody each cultural relevance and private storytelling.
For Maybelline, Cyrus represents not only a advertising and marketing face however a bridge between generations of shoppers—longtime loyalists and youthful audiences formed by TikTok-driven tendencies.
Trying Forward
The Miley Cyrus partnership displays Maybelline’s willpower to maintain its place on the heart of magnificence tradition whereas additionally reasserting its model identification in a crowded, fragmented market. By infusing campaigns with each nostalgia and reinvention, Maybelline alerts its intent to thrive in an period the place magnificence is much less about becoming in and extra about standing out.
Concerning the Writer
Author
Dan Atkins is a famend web optimization specialist and digital advertising and marketing marketing consultant, acknowledged for reinforcing small enterprise visibility on-line. With experience in AdWords, ecommerce, and social media optimization, he has collaborated with quite a few businesses, enhancing B2B lead technology methods. His hands-on consulting expertise empowers him to impart superior insights and modern techniques to his readers.
