8th December, India: Maybelline New York is thrilled to unveil its exclusive collaboration with Netflix’s "The Archies", ahead of its release on the 7th of December. The number 1 Make-up brand in the world joins forces with Netflix and the most iconic gang in pop culture in history and we’re here for it.
Set in 1960’s India in the fictional hill station town called Riverdale, The Archies is a coming-of-age musical following the lives of the town’s favorite set of teenagers - Archie, Betty, Veronica, Jughead, Reggie, Ethel and Dilton. Seen through the lens of the unique Anglo-Indian community, The Archies explores friendship, freedom, love, heartbreak and rebellion.
The collaboration is a celebration of nostalgia, inviting fans to revel in the classic charm of the beloved Archies gang and express their individuality through carefully curated makeup. It brings to life the Gen Z obsession with nostalgia creating a bridge between different generations. The film's theme of finding one's bold, authentic voice and making it happen resonates deeply with what Maybelline stands for as a brand.
The Limited-Edition Collection features Maybelline’s most loved products in a brand-new The Archies avatar to create the perfect glam look with a Twist of Retro. Start off your base with Fit Me Foundation – which will fit your skin tone perfectly while giving you the flawless matte finish. Get a perfect winged liner with the Colossal Bold Liner that’s smudge proof and lasts up to 24 Hrs. Add more drama to your lashes with the Colossal Mascara that gives 2X the volume to lashes. For the perfect bold lip, pick one out of the 9 shades of Super Stay Matte ink which will last through all your sips and bites with its 16Hr long lasting formula. To complete the look, add a little flush to your cheeks with Fit Me Blush, available in 6 pigmented shades.
Maybelline New York brand ambassador, Suhana Khan, channels her sense of style, sophistication, and sass into the one and only Veronica Lodge making this partnership even more exciting and sought after. “I am so excited about this collaboration. It’s such a wholesome feeling to see two of my firsts coming together in such a dreamy crossover. I sincerely hope the audience can perceive the love and passion we've poured into both endeavors” Suhana said when asked about the collaboration.
Zeenia Bastani, General Manager of Maybelline New York and NYX Professional Makeup, L’Oreal India, shared - “When millennial childhood nostalgia meets the #1 makeup brand in the world, you know you’re going make some magic with a #TwistofRetro. Our most exciting collaboration of the year is out – Maybelline X The Archies! The Archies Movie by Netflix has been a seamless integration for Maybelline which has this incredible legacy – bringing to the world makeup innovation since 1915 and today, over a 100 years later, continuing to break innovation boundaries, being at the forefront of beauty tech, setting the coolest makeup trends and boldly being the #1 Makeup Brand in the World!
This collaboration has been a labor of love for us, more than a year in the works we seamlessly embedded the Maybelline brand into the film's creative vision, drawing from its relevance in the 60s. This collaboration featured special advertising and exclusive content with the entire cast, complemented by Limited Editions of popular Maybelline products like Fit Me Foundation, Super Stay Matte Ink lip color, the iconic Colossal Mascara, and Liner. Each product showcased retro-inspired designs from The Archies collectibles, offering fans a unique and nostalgic experience." Shilpa Singh, Senior Director - Marketing Partnerships, APAC at Netflix said, "The Archies celebrates friendship, music and the spirit of the 60s where style and makeup played an essential part. The Netflix collaboration with Maybelline for a Limited-Edition Makeup Collection is a vibrant nod to the era's timeless style - whilst also capturing the spirit of today's generation. It's a celebration of The Archies with a retro flair, a collection that will resonate with fans of the beloved characters and film."
Directed by Zoya Akhtar, the film stars Agastya Nanda as Archie Andrews, Khushi Kapoor as Betty Cooper, Suhana Khan as Veronica Lodge, Vedang Raina as Reggie Mantle, Mihir Ahuja as Jughead Jones, Aditi Saigal as Ethel Muggs, and Yuvraj Menda as Dilton Doiley, and is set to release on Netflix on 7th December 2023.
About Maybelline New York:
Maybelline New York is the number one makeup brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York’s mission is to offer innovative, accessible makeup products for all. With New York firmly a part of the brand’s DNA, they stand for the hustle but no-hassle: consistently delivering high performance makeup products that are tried and tested on the streets of New York.
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