THE POWER OF MAYBE

An experiential project that transformed a disused section of the Milan subway into an immersive hub with a strong urban spirit, inspired by the energy and iconic style of New York.

This is how “Maybelline Street” came to life: an interactive journey designed to engage the audience through make-up experiences, personalized consultations, and direct moments of connection with the brand. At the core, the latest product innovations, combining performance and care, told through a contemporary and inclusive beauty narrative.

Enhancing the experience, the presence of complementary brands such as Kiehl’s Since 1851 and Essie helped create a fully integrated beauty ecosystem, spanning skincare, make-up, and nail art, and expanding the value of the format. A strong social and visual dimension further amplified the project: dedicated photo opportunities and a scenographic set-up aligned with Maybelline’s bold, urban, and contemporary DNA turned every interaction into shareable content, boosting the event’s visibility.

“The Power of Maybe” confirms itself as a high-impact experiential format, capable of translating the brand’s values into a concrete, memorable experience, perfectly aligned with the language of Gen Z.