Lonsdale+Partners is a platform dedicated to Brands, bringing together over 260 branding, design, and creative experts in Paris, New York, and Singapore.
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Creative agency dedicated to premium brands and luxury houses
Global branding and design agency
Brand activation and commercial communication agency
Audiovisual production house
For over a decade, Maybelline’s Instant Eraser has remained one of the most recognizable concealers in the world: a category-defining product which has become a staple in millions of routines worldwide. Yet with a new generation of beauty disruptors reshaping the industry, the challenge is no longer awareness. It is relevance.
Following a previous campaign centered around celebrity iconography and large-scale storytelling, Maybelline partnered with forceMajeure to rethink the role of Instant Eraser for 2026. The ambition was to reconnect the product to culture in a more intimate, grounded, and product-centric way, while reinforcing its superiority, versatility, and enduring status as the world’s leading concealer.
Grounded in a strategic reading of contemporary beauty culture, forceMajeure reframedInstant Eraser as a beauty icon that belongs in the everyday: an icon that lives with you.
The campaign explores how makeup today extends beyond transformation or aspiration.Beauty has become linked to identity, routine, self-expression, emotional regulation, play, and everyday rituals. Moving away from traditional top-down beauty storytelling and instead celebrating the versatility of the product through the countless moments and spaces where it naturally exists.
Building on the brand’s legacy of iconic storytelling, the campaign brings Instant Eraser closer to everyday life. Through proximity rather than perfection.
Under the tagline “Maybe the World’s Greatest Eraser,” we developed a campaign world built around the idea that true icons are companions embedded into daily life: on-the-go routines, nightlife, travel, intimate rituals, unexpected hacks, and cross-generational usage.
The result was a campaign designed to feel culturally observant, emotionally relatable, and inherently social-first, while still maintaining the aspiration and confidence expected from an iconic brand like Maybelline NY.
To bring the campaign to life, forceMajeure crafted and produced a series of seven distinct moments, each capturing a specific usage of Instant Eraser across real, relatable situations. From late-night touch-ups to everyday rituals, each scene was designed to highlight a different “hack” demonstrating the product’s versatility in context.
Shot over the course of a one-day production in New York, the campaign is deeply anchored in the brand’s hometown. NYC locations were carefully selected to reinforce Maybelline’s cultural roots, allowing the recognizability and energy of New York to become an integral part of the storytelling.
These individual scenes were then brought together into a hero film, conceived as a dynamic collage of moments. The film seamlessly weaves together the multiplicity of uses, people, and situations, expressing the full power and adaptability of Instant Eraser in a single, cohesive piece.
Designed as a social-first campaign, the system was built to translate across formats and platforms, with each vignette functioning as standalone content for digital and creator ecosystems, while feeding into a larger storytelling. The campaign is set to roll out across key markets in the U.S. and Europe, with the flexibility to adapt locally.
Art Direction
Campaign
forceMajeure
Executive Creative Director, Pierre Delebois
Director of Strategy, Meilyn Weege
Art Director, Léa Bissiau
Managing Director, Raphaëlle Mahieu
Maybelline New York
Senior VP Global Marketing, Emilie Lor
VP Global Marketing, Issima Oniangué
Global Marketing Director, Angus Mitchell
Campaign Manager, Carlos Alberto Perez
Direction & Production
Film Director, Arthur Lacomblez
Photographer, Gabriela Gum
Production: Day International
Adrien Figeac
Vivian Song
Meg Venkatesh
Creative Partners
Set Designer, Peter Klein
Stylist, Dione Davis
Hair Artist, Sergio Estrada
Make Up Artist, Tiffany Patton
Manicurist, Mayumi Abuku
Talent
Gray Harris
Hartje Andresen
Izavela Roeun
Adrien Figeac
Nathaly Quinonez Ortiz
Noah Jansen
Post Production & Editing: Chapter
Basile Fauchier
Alex Bilbao