To support the launch of ColorShow, Maybelline's new nail polish line, Code & Theory helmed a campaign allowing fans to play with color and fashion, while leveraging the visual nature of new social platforms. We created a Color Wheel on Maybelline.com showcasing the polishes - people who click on one are taken to a mood board of trending fashion items and magazine-quality editorial. From here, they explore more shades and looks and share them on their social feeds. Simultaneously, we activated a ColorShow board on Pinterest throughout the campaign's course to keep the content feeling fresh.

Launch the campaign
Published
October 2012
Topics

The Story

To support the launch of ColorShow, Maybelline's new nail polish line, Code & Theory helmed a campaign allowing fans to play with color and fashion, while leveraging the visual nature of new social platforms. We created a Color Wheel on Maybelline.com showcasing the polishes - people who click on one are taken to a mood board of trending fashion items and magazine-quality editorial. From here, they explore more shades and looks and share them on their social feeds. Simultaneously, we activated a ColorShow board on Pinterest throughout the campaign's course to keep the content feeling fresh.

We prototyped quick iterations of the Color Wheel’s design until Code & Theory achieved the desired look. We manipulated each polish’s position and angle, the wheel’s radius, and the color order (through sorting data arrays by hue and saturation). We also used Pinterest, which hadn’t yet really been leveraged as a marketing tool. We launched each ColorShow polish and look onto a board with Pinterest-friendly editorial and watched the content re-Pin its way onto fans’ boards.

The Technology

  •  

    Social

    Pinterest

    Facebook

    Twitter

The Results

Code & Theory shows how creative and technical teams can come together – through prototyping, we easily refined the tool’s visual aesthetic. It also shows how we leveraged consumer insights to create an experience that resonated with fans, leading to a 150%+ increase in time on site. At the time, few brands were active on Pinterest, whose ties to fashion and beauty made it the right medium in which to extend the campaign. Lastly, Maybelline’s parent, L’Oreal, has been gaining attention for pushing digital boundaries, and ColorShow has been recognized internally as a success in innovation.

40

total polishes tried

150

total tips written

Launch Date May 15, 2012