Cambodia · Brand & Creative Communications
Maybelline New York: Staying the Go-To Makeup Brand
Ruder Finn Era manages creative content, media buying and community management for Maybelline New York in Cambodia, with the brief to keep the brand top of mind as local makeup brands enter the market aggressively. In 2025 the retainer delivered more than 470 pieces of content and 179M engagements across Facebook and TikTok, and was renewed for 2026.
The challenge
Maybelline New York has long been the default makeup brand for many Cambodian consumers, but that position came under pressure in 2025 as local brands entered the market aggressively with lower prices and fast, trend-led content.
The brand needed to remain top of mind and maintain its popularity by driving awareness, engagement and consumer connection consistently, not just around launches.
Our solution
Ruder Finn Era anchored the programme in what local challengers cannot copy: the brand's trendy, New York-inspired identity. The team develops creative content for Facebook and TikTok that showcases the brand's unique selling points and personality, so every post reinforces why Maybelline New York is different.
Media buying amplifies content reach to the audiences most at risk of switching, while community management monitors and engages with audiences to maintain accurate brand perception and strengthen overall engagement.
Following the success of the 2025 retainer, the contract was renewed for 2026 to continue building Maybelline New York's presence and connection with its target audience.
The results
- Client
- Maybelline New York
- Market
- Cambodia
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- Beauty and personal care
- Engagement
- Retainer
