In the world of beauty, this product launch was a high-stakes trifecta. It was for mascara (Maybelline's biggest category). It was Maybelline's first ad with Gigi Hadid as spokesmodel. And bigger still (to this copywriter), it was also the launch of the new campaign I wrote. 

Our new Millennial-focused campaign gave the Maybelline girl an authentic voice, and a point of view, to go with her fancy new tagline, "MAKE IT HAPPEN". 

So why the crazy idea to assassinate "Maybe she's born with it. Maybe it's Maybelline."? Because in 2015, it felt wrong to have a brand saying to women, either you're born pretty, OR our products made you that way. Instead, we wanted a line that celebrates not just the latest lipstick; but the woman who wears it, and totally owns it.

If nothing else, it got Don Cheadle's attention.