Key Highlights
- Maybelline launches a five-part microdrama series for the 2025 holiday season promoting its Instant Eraser Concealer.
- The series stars Lacey Chabert and Dustin Milligan, co-stars from Netflix’s “Hot Frosty.”
- “Maybe This Christmas” features an unusual twist in a New York City neighbors’ romance.
- The campaign aims to leverage the growing interest in microdramas for creative product marketing.
New Year, New Microdrama Campaign: Maybelline’s Instant Eraser Concealer Takes Center Stage
Maybelline is stepping into the holiday season with a twist—launching a five-part microdrama series that promises to captivate audiences through its innovative storytelling and product integration. The campaign, titled “Maybe This Christmas,” reunites the co-stars of Netflix’s 2024 hit “Hot Frosty,” Lacey Chabert and Dustin Milligan, as they navigate a New York City romance with an unexpected twist.
“Maybelline is tapping into the current trend of microdramas, ultra-short soapy video series designed for mobile viewing. This format allows the brand to deliver engaging content while seamlessly integrating its Instant Eraser Concealer,” explains Yasmin Dastmalchi, president of Maybelline U.S.
A Reunion for the Ages: Lacey Chabert and Dustin Milligan in “Maybe This Christmas”
The 2024 Netflix film “Hot Frosty” was a rom-com that reinvented the beloved character of Frosty the Snowman. In “Maybe This Christmas,” Chabert and Milligan reprise their roles as neighbors whose budding romance takes an unusual turn, with Instant Eraser Concealer playing a pivotal role in their first meet-cute moment.
“The series not only reunites the co-stars from ‘Hot Frosty’ but also shares the theme of transformation. Instant Eraser Concealer is more than just a cosmetic; it’s woven into each chapter, hinting at potential dark moments in Chabert’s character’s past,” Dastmalchi elaborates.
Microdrama Magic: A Multi-Platform Strategy
Developed with the agency Maximum Effort, “Maybe This Christmas” is set to debut on ReelShort, a platform dedicated to short-form dramas. The series will also run across Facebook, Instagram, YouTube, and TikTok. Maybelline is supporting the campaign with paid media during key holiday moments, including appearances in streaming inventory during Peacock’s broadcast of the Thanksgiving Day Parade and on the Hallmark Channel.
“This project reflects how we continue to evolve as a brand,” Dastmalchi says. “We’re leaning into the joy and spirit of the season while showing up in moments that shape culture and deepen our connection with our community.”
A Strategic Move for Maybelline: Leveraging Microdramas for Product Marketing
The holiday campaign is part of a broader strategy by Maybelline to tap into emerging trends. As more investment shifts towards social- and digital-first content, the brand is experimenting with formats that can engage consumers in new ways.
“By naturally incorporating Instant Eraser Concealer into the micro-drama series, we’re able to elevate a product that’s been a true staple for our consumers in a way that feels playful and creatively-driven,” Dastmalchi concludes. “It’s about creating content that resonates with our audience while driving product awareness.”
The campaign is set to launch on December 2, marking the beginning of a holiday marketing push that aims to captivate audiences through its innovative storytelling and seamless integration of the brand’s products.
