Maybelline and Gotham Reintroduce Instant Eraser as a Beauty Icon

Maybelline New York launched a high-profile campaign during the 2024 Emmy Awards to reintroduce its cult-classic Instant Eraser Concealer. Created in collaboration with Gotham and directed by Bardia Zeinali, the “Only Icons” campaign takes the form of a fictional documentary trailer featuring iconic figures like Naomi Campbell, Gigi Hadid and RuPaul. In a playful yet dramatic tribute to the concealer, the campaign elevates Instant Eraser as the GOAT of beauty, likening it to cultural legends like Michael Jordan and David Beckham, while aiming to remind loyal users of the product’s timeless appeal and introducing it to a new generation unfamiliar with its iconic status.

A departure from traditional beauty advertising, the campaign focuses less on the concealer’s practical benefits and more on its iconic status in beauty history. Through testimonials from fashion and beauty legends, “Only Icons” reaffirms the product’s legacy, positioning it as a timeless staple in makeup bags everywhere.

“The campaign has been such an exciting way to reinvigorate one of Maybelline’s heritage innovations and best performing products. It’s been a true partnership with our global client team, resulting in entertaining work that highlights the unquestionable iconic nature of this special product — and the place it deserves in our cultural zeitgeist,” said Andrea Lubel, Director of Client Services and Managing Partner at Gotham.

The creative execution seamlessly blends old and new formats, utilizing 35mm and 16mm film, broadcast cameras and even iPhone footage to create a visually rich, textured aesthetic. Rolling out in three phases—Tease, Launch and Sustain—the “Only Icons” campaign made its full debut during the Emmys on September 15, 2024. The campaign will continue across digital and social platforms, supported by outdoor advertising, including wild postings, murals and billboards throughout New York City.