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Dive Brief:
- According to a press release, Maybelline debuted a five-part microdrama series as part of a holiday campaign promoting the beauty and cosmetic brand’s Instant Eraser concealer.
- “Maybe This Christmas,” the 2024 hit Netflix holiday film “Hot Frosty,” stars Lacey Chabert and Dustin Milligan as New York City neighbors whose budding romance takes an unusual turn. The Instant Eraser plays a major role in the story, marking the first meeting of the two.
- Developed with agency Maximum Effort, “Maybe This Christmas” is running on Facebook, Instagram, YouTube and TikTok and will also debut on December 2 on ReelShort, a platform dedicated to short-form drama. Maybelline is also supporting the work with paid media during key holiday moments.
Dive Insights:
Maybelline is tapping into the emerging American interest in microdrama — ultra-short, soapy video series developed largely for mobile viewing — with a holiday marketing push behind its Instant Eraser concealer.
Beyond the on-trend format, “Maybe This Christmas” reunites the co-stars of “Hot Frosty,” a Netflix holiday movie from last year that reimagines “Frosty the Snowman” as a rom-com, in which Milligan plays a snowman who turns into a love interest for Chabert’s recently widowed protagonist.
“Maybe This Christmas” shares the theme of transformation, with Chabert’s instant eraser doing more than just touching her face. The series hints at potentially dark moments in her character’s past, but ultimately reveals her darkest secret is that she magically transforms into an inflatable Mrs. Claus lawn ornament, effectively subverting the “Hot Frosty” narrative. Instant Eraser blends entertainment and product marketing together in each chapter of the five-part story.
“By adding Naturally Instant Eraser Concealer to the Micro-Drama series, we are able to elevate a product that is a true staple for our consumers who feel playful and creatively inspired,” Yasmin Dastmalchi, president of Maybelline US, said in a statement. “This project reflects how we are evolving as a brand – leaning into the joy and spirit of the season while reflecting on the moments that shape culture and deepen the connection with our community.”
Maybelline is putting paid media behind the series, including Chabert’s appearance on top streaming lists and on Hallmark Channel’s holiday film slate during the broadcast of Peacock’s Thanksgiving Day Parade. The actor has appeared in over 40 Hallmark movies so far. Additionally, “Maybe This Christmas” is streaming on ReelShort, a platform that launched in 2022 to capitalize on the short-form drama boom.
Other marketers have experimented with similar concepts as investments shift more into social and digital-first content. For the 2023 holiday season, Walmart developed a 23-part rom-com called “Add to Heart” and made many of the items featured on screen purchasable.
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