Maybelline Created a Faux Reality Show to Hype Its Two Primers

Ariana Madix and JaNa Craig star in 'Primer Donnas'

If you’re a reality TV star, you must be primed for drama, so Maybelline created a faux reality TV show with actual reality TV pros for a campaign promoting its popular primers. 

Ariana Madix and JaNa Craig star in “Primer Donnas,” where there’s tons of drama and flawless coverage. In an opening :30 from adam&eveDDB, JaNa throws water in Ariana’s face—but her makeup stays put. “The grippy primer held. Her patience didn’t,” Ariana says.

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In another vid, Ariana slaps JaNa, only to get her hand stuck to JaNa’s face.

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“‘Primer Donnas’ is the ultimate collision of beauty and drama,” says Jo Cresswell, CD at Adam&EveDDB West. “We wanted to tap into the high-stakes energy of reality TV while showcasing just how ride-or-die people can be about their primer preferences. It’s a fun, fresh way to dramatize product benefits and bring Maybelline’s bold personality to life.”

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The campaign, directed by Melissa Bolton Klinger, will run on Peacock, Meta, TikTok and Betches.

CREDITS
Client: Maybelline New York
Director of Influencer & Advocacy: Valeria Navarro
Vice President, Marketing: Zina Tagemouati
Assistant Vice President, Head of Brand Engagement: Samantha Steinberger
Director Social Content & Strategy: Amanda Hoo
Assistant Manager of Influencer & Advocacy: Lucia Moreau
Marketing Manager: Priya Jaya

Agency: adam&eveDDB 
Chief Executive Officer: Caroline Winterton
Chief Creative Officer: Brynna Aylward
Global Chief Strategy Director: Tomas Gonsorcik
Global Strategy Director: Ann Kim
Executive Director, Strategy: Stuart Harrison
Creative Director: Jo Cresswell 
Associate Creative Directors: Charlotte Frank, Elizabeth Swartz 
Art Director: Melissa Rosner 
Junior Copywriter: Naomi Balaba
Business Director: Erin Brogan
Senior Account Executive: Cassidy Kosta  
Strategic Planner: Jessica Conway 
Client Growth Director: Daniella Linkus
Head of Project Management and Operations: Kimmy Harvey
Project Manager: Magdalene Soule 
Senior Social Creative: Judith Tulkens

Production Management: Omnicom Studios
Executive Producer: Teri Altman 
Producer: China White  
Business Affairs: Matt Friday