Dive Brief:
- Maybelline debuted a five-part microdrama series as part of a holiday campaign promoting the beauty and cosmetic brand’s Instant Eraser Concealer, according to a press release.
- "Maybe This Christmas" stars Lacey Chabert and Dustin Milligan, the leads of the 2024 hit Netflix holiday film “Hot Frosty,” as New York City neighbors whose budding romance takes on an unusual twist. Instant Eraser plays a major role in the narrative, factoring into the duo’s first meet-cute.
- Developed with agency Maximum Effort, “Maybe This Christmas” is running across Facebook, Instagram, YouTube and TikTok and will also debut on ReelShort, a platform dedicated to short-form dramas, on Dec. 2. Maybelline is also supporting the work with paid media during key holiday moments.
Dive Insight:
Maybelline is tapping into budding U.S. interest in microdramas — ultra-short, soapy video series developed largely for mobile viewing — with a holiday marketing push behind Instant Eraser Concealer.
Beyond the on-trend format, “Maybe This Christmas” reunites the co-stars of “Hot Frosty,” a Netflix holiday movie from last year that reinvents “Frosty the Snowman” as a rom-com, with Milligan portraying a snowman who turns into a muscly love interest for Chabert’s recently widowed protagonist.
“Maybe This Christmas” shares the theme of transformation, with Chabert’s Instant Eraser doing more than just touching up her face. The series hints at potential dark moments in her character’s past, but eventually reveals her deepest secret is that she magically turns into an inflatable Mrs. Claus lawn ornament, effectively inverting the “Hot Frosty” narrative. Instant Eraser factors into each chapter of the five-part story, weaving entertainment and product marketing together.
“By naturally incorporating Instant Eraser Concealer into the micro-drama 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,” said Yasmin Dastmalchi, president of Maybelline U.S., in a statement. “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.”
Maybelline is putting paid media behind the series, with appearances across top streaming inventory during Peacock’s broadcast of the Thanksgiving Day Parade and on the Hallmark Channel’s holiday film slate featuring Chabert. The actor has appeared in more than 40 Hallmark films to date. In addition, “Maybe This Christmas” is running on ReelShort, a platform that launched in 2022 to capitalize on the short-form drama boom.
Other marketers have experimented with similar concepts as more investment shifts to social- and digital-first content. For the 2023 holiday season, Walmart developed a 23-part rom-com called “Add to Heart,” and made many of the goods shown on screen shoppable.
