We took this opportunity to rebrand Maybelline New York as the New York-inspired makeup brand with an edge that empowers all women of all origins to make their mark and change their world. This new brand platform creates a unique and ownable connection with consumers across the globe by creating a community that transcends geography, demographics or socioeconomic standards. It positions Maybelline for growth with a vision built on and around of culture of makeup passion and woman's desire for authenticity and self-expression.