Biggest beauty & music platform in Poland. From April to the August grand finale, we went out of Warsaw, toured nationwide to be close to our consumers & discovered new talents via unique contests.
Maybelline NY set out to strengthen its position in Poland by evolving from a classic beauty brand into a cultural platform built on co-creation. The ambition was to reach consumers nationwide, especially in regions with the lowest brand penetration, while stepping outside the capital and building true proximity. The brand aimed to expand its target beyond Gen Z to include young Millennials, and to engage groups often overlooked by beauty brands, such as students and men, through collaborations with PROSTO and Men Expert.
The line “You create the beat” defined the mission: shifting perception from cosmetics label to ally of self-expression, where music, art and beauty equally shape identity. The experience showed participants that their voices influenced the brand and their creativity could shine on a national stage. The ultimate goal was to inspire them to return home not as passive consumers but as ambassadors of inclusion and authenticity—co-authors of Maybelline NY’s cultural story
Our journey began at Juwenalia, Poland’s legendary student festivals and core of youth culture, where co-creation came to life. Fans shaped line-ups, painted graffiti walls and built anticipation with the brand.
Under the line “You create the beat”, we launched two Young Talents contests around one theme, ensuring consistency while opening doors to fresh voices. Face of the platform, Sara James, embodied youth, ambition and authenticity, bridging MNY with a new generation.
The visual contest with streetwear icon PROSTO invited young artists to reimagine the beat graphically, echoing PROSTO’s DNA of creativity and street culture. The music contest with Universal Music Polska gave undiscovered talents a path from TikTok entries to mentoring and live stage performance.
Workshops, guidance and festival experience made contestants feel like real artists. With interactive beauty zones, Rossmann.pl app and co-created merch, Maybelline NY evolved into a youth-driven cultural platform.
