Maybelline New York: Teddy City

Korean lip tints dominate the conversation among young Cambodian makeup buyers, and a new tint from a Western brand risked being overlooked. Maybelline New York needed Super Stay Teddy Tint to cut through by making its long-lasting wear, signature teddy pink shade and velvety texture tangible.

The launch had to drive awareness, trial and conversion at once, and generate content people would share.

Ruder Finn Era built a brand world rather than a product demo. Teddy City was an immersive activation combining product testing, makeup sessions and interactive experiences, all designed around the product's playful identity.

Every element was made to be photographed and shared: the velvety lip texture was paired with marshmallow-topped ice cream, visitors received branded instant photos and a giant teddy photo spot anchored the space. Strong KOL collaborations amplified the experience online, so the activation generated buzz well beyond the venue.

The result was visibility on-ground and online, strong consumer engagement and sales for the new tint.