TUX Brings a Fresh Spin to Maybelline’s Instant Age Rewind Eraser Campaign

After 15 years as a beauty staple, Maybelline’s Instant Age Rewind Eraser needed a fresh burst of energy to reconnect with lapsed Millennials, expand with Gen X, and deepen loyalty among Hispanic consumers.

TUX crafted a social-first campaign centered on relatable humor and cultural relevance, spotlighting the hectic lives of busy multitaskers juggling careers, families, and endless scrolling.

Tapping into the popular trend of psychic readings, the campaign features comedian Melissa Villaseñor as the “Concealer Clairvoyant,” delivering witty “dark circle readings” that diagnose exhaustion and reveal the instant solution: Maybelline’s Instant Age Rewind Concealer.

This clever, scripted social video series brings a refreshing, scroll-stopping approach that makes tired eyes (and tired content) look brand new again.