Case Study: Maybelline achieves 52% increase in sales from new buyers and 2x household penetration with Snapchat Filters

Maybelline Drives Incremental Reach to New Buyers with Filters

Maybelline New York promoted its Fit Me® Matte + Poreless foundation, a 40‑shade line emphasizing diversity and inclusion, and sought to understand whether Snapchat Filters could boost awareness and attract incremental buyers.

Working with NCSolutions and Snapchat’s multi‑test selling, Maybelline added a Filter to existing Snap Ads and Non‑Skip Video creative. The test drove a 2x lift in household penetration and a 52% increase in sales from new brand buyers; prominent branding (visible logos, clearly identifiable product) improved ROAS and new‑buyer conversion, Filters delivered substantially stronger ROAS for new buyers (≈+55%), and bottom‑centric Filter designs—used by 71% of top performers—boosted ROAS by about 25%.

Maybelline