Did ASOS Replicate Maybelline’s Viral Subway Lashes For Its Kylie Cosmetics Ad?
When social media users first saw an augmented-reality advertisement of a subway on the London Underground taking the form of a baby pink mascara tube, they might’ve thought it was a continuation of the Maybelline spot that went viral last month.
It turns out, this time, the commercial was part of a campaign for Kylie Cosmetics by online retailer ASOS.
Naturally, this has sparked questions of “creative theft,” as it closely resembles the scene of a pink tube of Maybelline Sky High mascara being applied to oversized lashes on the front of a train. It doesn’t help that both scenarios take place in the same city.
Lauren Chapman, senior product brand manager at Maybelline New York, wrote on LinkedIn that she felt the advertisement was a “direct copy” of the brand’s hit TikTok—which has garnered over 250,000 views since its release.
@maybelline 📣 All aboard the Sky High Mascara Express ✨🚄 After hitting the NYC Streets, we’re taking over London💂🇬🇧 We are on the move with #SkyHighMascara elevating your lash game to new heightsðŸŒ¤ï¸ ðŸŒ‡ it’s guaranteed to serve limitless lash length 📠and full volume😠#Maybelline ♬ original sound - Maybelline New York
“I fully support brands seeking creative inspiration from others (imitation is the greatest form of flattery after all!) however it’s a shame to see another brand (particularly a mascara product which is already very similar in packaging) create something so similar to our Maybelline concept,” she remarked.
“This was the perfect opportunity to create something original and exciting for their debut at Asos. I think this shows that taking a literal interpretation of something that goes viral doesn’t always work,” she added.
[via The Drum and Cosmetics Business, cover image via Maybelline and Kylie Cosmetics]
