Maybelline New York strengthens connect with India’s Gen Z

Maybelline New York has announced the appointment of three new brand ambassadors for India. The brand has roped in Suhana Khan, Ananya Birla and Eksha Subba and has extended its erstwhile brand purpose association with sportsperson PV Sindhu.

Through its new ambassadors, Maybelline in India will showcase the brand’s young energy, edge, style and the latest trends off the streets of New York; and is confident about being able to build a stronger connect with the Gen Z consumers in India.

Slated to make her on-screen debut later this year, Suhana Khan’s style and confidence resonate with the youth of the country. PV Sindhu, two-time Olympic medalist, and badminton champion is an inspiration to millions of young girls in India. Ananya Birla dons many hats as a platinum-selling singer and businesswoman along with being a strong advocate for mental health. Eksha Subba is a supermodel-boxer-biker and police officer. This new Maybelline New York squad of ambassadors embodies the brand’s spirit and values, and their unique personalities make them ideal spokespersons for the brand.

Speaking about the new brand ambassadors, Zeenia Bastani, Brand General Manager – Maybelline New York, L’Oréal India, said, “We are thrilled to welcome Suhana Khan, Ananya Birla, and Eksha Subba in addition to PV Sindhu, to Maybelline New York! Our mission is to give everyone the self-confidence to express themselves and their beauty – their way, and these four talented young women embody the spirit of our brand and what we stand for. They perfectly represent Maybelline New York women who are ambitious, confident in their self-expression, diverseand ready to make change!”

Ananya Birla, known for her voice and charisma, shared, “I am absolutely honoured and delighted to represent Maybelline New York. Maybelline creates makeup made for all and stands strongly for diversity and inclusion. I’m also proud to be the voice for a brand that has a purpose in ‘Brave Together’, which aims to destigmatize the conversation around mental health and encourages young people to seek the help they need. I am personally very invested in the mental health crisis in India and I’m looking forward to working with Maybelline on this cause.”

Suhana Khan, sharing her thoughts on being a part of the Maybelline New York family, said, “It is very exciting to be associated with an iconic brand like Maybelline New York. This collaboration is closer to my heart as I have lived in New York as a student and the brand captures the style and essence of the city. I look forward to being a part of Maybelline’s journey in India, connecting with young consumers and being the voice of the brand that gives young women everywhere the confidence to express themselves.”

Eksha Subba also shared her thoughts on the new association, stating, “Maybelline New York is the No. 1 make-up brand in the world and being associated with this brand is a dream come true. Some of their iconic products have been part of my makeup kit while growing up and it’s an honour for me to be representing this brand today!”

PV Sindhu, shared her excitement about this extended association with the brand, saying, “I have always been proud to be associated with Maybelline New York and their mental health initiative, Brave Together. The brand stands for strength and confidence, values that I strongly identify with. I look forward to inspiring young women to be the best versions of themselves and be Brave Together, always.”

In 2022, the brand launched their mental health initiative – ‘Maybelline Brave Together’ – to destigmatise the conversation around mental health and make support accessible to all. The brand has partnered with the non-profit organisation Sangath to provide free one-on-one counselling via a toll-free helpline number 011-41198666 and TheMindClan.com for expert resources.

The new brand ambassadors will be featured in advertising campaigns of Maybelline New York and will also participate in brand events and initiatives. The first campaign featuring the new brand ambassadors is set to launch in April 2023.