Maybelline New York and Four Other Brand Initiatives

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Maybelline New York

  In honor of Asian Pacific American Heritage Month, Maybelline New York, Bustle Digital Group (BDG), and community partner Gold House launched “Face the Difference” — a bold new campaign on the cover of Bustle that celebrates the broad spectrum of Asian Pacific Beauty for the first time on a national scale. More than just a showcase of beautiful faces, “Face the Difference” spotlights the Asian Pacific leaders who are changing culture and driving their industries forward — across fashion, entertainment, business, activism, and beyond. “Face the Difference” features the most ambitious photoshoot in Bustle’s history — a meticulously curated lineup of 40 trailblazers from across the Asian Pacific diaspora. Despite growing cultural influence, 1 in 3 Asian Pacific consumers still report seeing very few or no diverse Asian Pacific faces or cultures represented in advertising content¹ — and are the most likely identity group to buy from brands that represent them in ads². The campaign, developed by Asian Pacific creatives, is a response to that disparity, showcasing the beauty, power, and multifaceted identities of Asian Pacific leaders shaping culture today.Featured talent highlights include:

  • TV personality and content creator Jenn Tran who was the first Asian American lead on The Bachelorette
  • Olympic medalist Maia Shibutani who, along with her brother, became the first Asian American ice dance couple to be inducted into the U.S. Figure Skating Hall of Fame and just announced their return for the 2025-26 Olympic season
  • Creator, Host, and Bestselling Author Drew Afualo who has used her platform to empower her community and is leading the new wave of the creator economy
  • Fashion Designer Kim Shui who crafts new age, heritage-driven fashion
  • Partake Foods CEO & Founder Denise Woodard whose multi-million dollar cookie phenomenon was born to solve snack time for her own daughter’s food allergies
  • Restaurateur Jenn Saesue who is building her own hospitality empire with cultural authenticity in a male-dominated industry
  • Global Brand President of Maybelline New York Trisha Ayyagari who has led the brand through a bold era of innovation, inclusivity, and purpose-driven marketing
  • President of Maybelline New York, Garnier, and essie USA, Amy Whang who has championed initiatives like the strategic partnership with Gold House to promote Asian Pacific representation

  The campaign’s focus on 40 changemakers is a decisive nod to Maybelline New York’s Fit Me Matte + Poreless Foundation, which features 40 true-to-tone shades and was one of the first mass beauty lines to champion true comprehension in shade matching. “Maybelline New York has long championed the idea that beauty is for everyone,” said Alex Wang, Brand Marketing Director of Maybelline New York. “This campaign is a powerful extension of that legacy, celebrating the strength and richness of the Asian Pacific community through a modern, comprehensive lens with our wonderful partners at Bustle Digital Group and Gold House.”

• e.l.f Cosmetics

e.l.f. Cosmetics launched a new campaign today starring multi-hyphenate, multi-talented, multi-tasker, Halo Glow Liquid Filter. The clever and comedic spot literally stops the music, disrupting a perfectly ordinary and expected beauty commercial. “The term `one-trick pony’ is very offensive,” interrupts the long-locked pony, blonde extensions blowing in the wind. “We prefer `multi-talented small-boned horse.’” The voice belongs to singer, songwriter, and DJ Rebecca Black. “The Many-Trick Pony” campaign is live across digital platforms including Hulu, Amazon, Peacock, Tubi and e.l.f.’s owned channels. The video is part of a broader content ecosystem including out-of-home and social media throughout the U.S., U.K. and Canada. The campaign was created with creative agency partner, Mischief. This pony is out to prove that there is more sparkle behind Halo Glow Liquid Filter than meets the eye. Designed to be worn in so many ways—as a glowy base, mixed with foundation, a highlighter, or even solo for a filter-like finish—Halo Glow Liquid Filter is the definition of a workhorse. “In the e.l.f.iverse, we celebrate many superpowers. Self-expression is encouraged in every beautiful form. When it comes to Halo Glow Liquid Filter, they include cruelty-free, accessibility, and being the greatest glow booster you’ve ever seen. ‘The Many-Trick Pony’ is our rally to live your bold truths unapologetically – and an e.l.f.ing hilarious excuse to make a horse talk,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. “We’re not being shy that Halo Glow Liquid Filter can shine in a thousand ways—and you don’t need anyone’s permission to do it. We’re reminding our community that there’s power in e.l.f.ing the status quo, one unexpected move at a time.”

• Gran Centenario

Proximo Spirit’s Gran Centenario launched the “Don’t be a Gringo” campaign, executed by Gran Centenario media agency Havas Media, the initiative playfully invites Americans to put aside their caricatured celebrations—think sombreros, donkey piñatas, and hard-shell tacos—and instead engage with the real México. Featuring Mexican creators Shiadanni and Abelardo Campuzano and Latina SNL Director Adriana Cruz, the initiative spans social media, television, online platforms, and in-person activations. The campaign started on on April 29 last week just ahead of Cinco de Mayo.  “Don’t Be A Gringo” will continue into 2025, offering more unexpected and interactive ways to engage with Mexican culture and tequila.

Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].

• F45 Training

  F45 Training, a global fitness community specializing in innovative, functional group workouts that are fast, fun, and results-driven, launched its first global brand campaign that celebrates what sets F45 apart: real training, real results, and a community that shows up for each other. Through “This is F45 Training,” the brand shares its vision worldwide: F45 is a lifestyle. At every turn, the campaign pulls back the curtain on the full F45 Training experience, showcasing the community that truly sets it apart from all others in the fitness space. By offering functional training, recovery systems, nutritional tools, and partnerships with like-minded brands such as Red Bull and HYROX, F45 Training prides itself on being the most supportive fitness community globally. From the very beginning of every member’s fitness journey, F45 serves as a true partner, encouraging people to find what inspires them to move and, in exchange, F45 trainers will help support their goals and cater workouts that help fit their lifestyle.

  “This is F45 Training” campaign spotlights those attributes that make F45 more than just a workout:

  • A Supportive Community: Members come for a personal goal and stay for the community where they have friends and familiar faces.
  • Inclusive & Welcoming: F45 actively fights ‘gymtimidation’ with no mirrors in the studios to eliminate ego and intimidation.
  • Superior Products & Variety: More than 5,000 unique movements ensure F45 Training workouts are always fresh as programming at studios changes daily.
  • Authentic & Relatable: Members are diverse across all ages and fitness levels, ensuring everyone feels like they belong.
  • Holistic Health: From nutrition, recovery programs, and notable brand partners such as Red Bull, HYROX, and Dietitian Live, F45 always aligns itself with functional fitness trends.

  “Our amazing community is our superpower, and it’s at the core of everything we do,” said Tom Dowd, Chief Executive Officer at FIT House of Brands (F45 Training). With over 1,500 studio locations globally, F45 reported significant growth in 2024 with an impressive 12.4% increase in global Average Unit Volumes. Furthermore, earlier this year, F45 announced the launch of FIT (Functional Inspired Training) House of Brands, a new company brand that unifies its key brands – F45, VAURA, and FS8 – to create a singular and holistic wellness ecosystem. “This is F45 Training” campaign will be available via F45 Training digital channels.

• Gozney

  

  Gozney, a pioneering pizza oven brand,  debuted its summer advertising campaign, Cook Different, with Brand Ambassador Matty Matheson. The entrepreneur, chef, restaurateur, best-selling author, Emmy award-winning executive producer, actor and television personality deepens his 10-year-long partnership with the award-winning pizza oven brand by appearing front and center in their summer media campaign, reimagining the traditional talent and brand relationship.  “Working with people I trust made this whole project really special,” said Matheson. “Cook Different was definitely a fun campaign. We got to be creative, try new things, and just have a good time. Gozney forever!” In Cook Different, Matheson creates a character ripped from the ubiquitous late-night infomercials of years past to blatantly hawk Gozney pizza ovens. Absurd and on the nose with self-awareness, this is not just another celebrity endorsement. Matheson also brings his polite, Canadian roots to the role of Gozney Customer Service Representative fielding real, frequently asked questions. Matty introduces Gozney with energy that’s uniquely his:

  • “I’m here with Gozney, the greatest pizza ovens ever.”
  • “It’ll change your life, and probably your neighbors.”
  • “I guess I’ll go answer the phones cause nobody else is. That’s nice. I’ll do everything.”
  • “This is the oven that started it all. The original. The thing that brought me and Gozney together. We are together forever.”
  • “Fish. Vegetables. Steak. Beef. Bison. Elk. Octopus. Any type of food can go inside.”
  • “I’m Matty Matheson. And I love you. And I love Gozney. And Gozney loves you.”

  Cook Different is Gozney’s first major advertising campaign with Matheson, a decade-long partner of the outdoor oven brand. The Cook Different campaign and creative concepts were developed by Gozney’s in-house team, hand-in-hand with Matheson, where his role as a creator—both in food and as an on-screen personality—shines brightly throughout the unconventional campaign. The creative will debut over the next few weeks on GozneyTV (Gozney’s YouTube channel) and other channels including in CTV channels, testing the creative across select live sporting events and TV shows, on strategic OOH displays, and across Gozney’s community of ambassadors and chefs.