Maybelline debut with ‘Maybe This Christmas’ campaign
Maybelline New York, the world's leading makeup brand, is kicking off the holiday season.
The Christmas ad campaign from “Maybelline” filled with warmth and kindness this holiday season, offering unprecedented gifts, and the best gift is sincerity and love. This most wonderful winter holiday will not leave anyone indifferent when visiting Maybelline beauty salons.
A new five-part microdrama starring the beloved duo of Lacey Chabert and Dustin Milligan, who won hearts in one of last year’s most iconic holiday films, the series capitalizes on the growing cultural momentum of microdrama and the timeless appeal of seasonal storytelling.
Reuniting the fan-favorite cast, Maybe This Christmas delivers a playful twist on holiday romance, and award-winning Maybelline “Instant Eraser” singles out the ultimate “holy grail.”
Spanning five cinematic episodes, the microdrama follows two neighbors whose budding flirtation outside their New York City windows takes an unexpected turn. What begins as a cozy winter love story quickly turns into a mystery about love, illusion, and what we choose to hide, leaving viewers to wonder if Lacey is hiding more than just dark circles under her eyes.
“This holiday season, we’re excited to bring a fresh, dynamic storytelling approach to life with ‘Maybe This Christmas,'” – said Yasmin Dastmalchi, President of Maybelline U.S.
“By naturally incorporating Instant Eraser Concealer into the microdrama series, we’re able to elevate a product that’s been a true staple for our consumers in a way that feels playful and creatively-driven. This project reflects how we continue to evolve as a brand – leaning into the joy and spirit of the season while showing up in moments that shape culture and deepen connection with our community.”
“There’s something so magical about holiday storytelling, and getting to reunite with Dustin to bring this microdrama to life was incredibly special,” – said Lacey Chabert. “‘Maybe This Christmas’ is the perfect bite-size escape for the season. I’m excited Maybelline approached this campaign with so much creativity and I can’t wait for everyone to watch the story unfold.”
Created in collaboration with Ryan Reynolds’ entertainment company Maximum Effort, “Maybe This Christmas” introduces the brand’s reusable, best-selling “Instant Eraser” concealer – known for its brightening layer, creamy hydrating texture, and easy to spread formula.
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