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The Clutch—A digital loyalty app for Maybelline NY


With the rise of bloggers, influencers and Instagrammers, Maybelline was losing its grasp on the beauty market. Sephora and Ulta Beauty were connecting much better with younger demographics. Maybelline was lacking an online community, conversation and really just struggled to build a digital presence.
My partner and I came up with a digital rewards program where shoppers were a part of the conversation, the decisions and the brand:

Introducing The Clutch—Access for All

The Clutch is a Beauty community inclusive to all. A digital space where shoppers and beauty lovers alike can find tips and pointers. Most importantly, The Clutch is a place where consumers can connect with real people, just like them.


Our goal was to tap everyday beauty lovers and turn them into Maybelline influencers via The Clutch. Giving them the power to become #BeautyBosses
The campaign would be pushed out primarily through Snapchat—quickly turning shoppers into contributors.

Once signed up, #BeautyBosses could take an online quiz so we could get to know them better—so they can contribute more.


Personalized emails brought #BeautyBosses into The Clutch.


Experiential events to show #BeautyBosses how important they are to The Clutch community.