TBWA Hakuhodo picks up digital Maybelline Pure Mineral business in Japan

The company is reportedly looking to increase the relevance of the Pure Mineral brand to its audience online. A statement from the agency indicated that Maybelline aimed to connect with the target consumer base in a “richer, more engaging way”.

Misa Shimada, brand manager for Pure Mineral at Maybelline, said that working alongside the agency on the digital project had so far been “a good experience”.

“Not only did they bring a holistic and innovative digital approach, but also showed they understand our brand and the bigger opportunities for growth in this market,” Shimada said.

The new campaign strategy is expected to be implemented this month.

The incumbent agency for Maybelline's media and creative accounts is understood to be McCann Japan.

Maybelline New York is owned by French cosmetics giant L’Oreal. McCann Erickson also handles creative work for the brand in Japan, with Universal McCann overseeing media duties for the L’Oreal portfolio.