BodyArmor and Maybelline team up with celebs for product promotion

Welcome to Thursday. The brands are pulling in celebrities to help launch new products or lean into new markets. Let’s get into how.

BodyArmor Looks to Expand its Consumer Base with JLo

The fitness drink brand BodyArmor is looking to expand beyond fitness and sports consumers. To do this, it teamed up with Jennifer Lopez to produce “digital out-of-home ads” across Los Angeles, Miami, and New York City. Out-of-home (OOH) ads include everything from billboards to murals and posters seen “out in the world.”

Outdoor advertising is popular this year, which can probably be attributed to people emerging from their pandemic sheltering. Pandemic fatigue is real and, whether they should be or not, consumers are reentering the world in droves. Encountering OOH ads tells them what they’ve been missing or what products the internet may not be serving them.

BodyArmor's choice of digital-out-of-home ads is a deft one. They'll appeal to anyone on-the-go who might be thirsty and thinking of snagging a beverage while running errands or knocking off items on their to-do lists. After all, it pays to meet your consumer where they're at.

Maybelline Tries for Gen Z Market with Chloe Fineman

Maybelline knows its audience—sort of. The beauty brand has teamed up with Saturday Night Live actor Chloe Fineman to produce a nostalgic music video featuring a ’90s aesthetic. All of this is part of the Maybelline digital campaign “Ugly Cry, Perfect Liner” to promote its new Tattoo Studio Ink Pen Eyeliner.

Maybelline is trying to laser focus on the Gen Z demographic, albeit in a more Millennial means than other brands. For example, it’s opting for an SNL actor instead of an influencer (compared to e.l.f.'s recent campaign with beauty creator Meredith Duxbury). Currently, Maybelline’s parent company L'Oréal is the top cosmetic company in the world, and it’s trying to remain there by tailoring its different lines for different markets.

Gen Z’s passion for all-things-90s and “retro” styles makes Maybelline’s idea a step in the right direction, but perhaps not completely on the mark. Considering SNL viewership has dropped to a third of what it was in the ’90s and Gen Z’s love for vertical video, Maybelline may have been better off employing a TikTok comedian.

Around the Web

• The FTC appeared at an advertising conference—a rarity.

• The IAB Public Policy & Legal Summit had advice for complying with the variations in state data privacy legislation.

• Spotify is shutting down Spotify Live, its standalone live audio app.

• Heinz is releasing spicy ketchups since 50% of Millennial and Gen Z consumers like it hot.

• Meta is experimenting with generative-AI ad creation tools.

Just Can’t Get Enough

Greta Gerwig’s Barbie. Life’s fantastic when you’re plastic.

• The movie’s official trailer dropped this week.

• And everyone’s using the Barbie Selfie Generator and posting on social—a great publicity move.

• After all, “To live in Barbie Land is to be a perfect being in a perfect place. Unless you have a full-on existential crisis. Or you’re a Ken.”

How are your campaigns meeting your consumer where they’re at—beyond online? Reply and let us know, or just send us your Barbie selfies. Your choice.

Thanks for joining us, and we’ll see you Tuesday!