Maybelline is tapping into the growing U.S. fascination with microdramas: ultra-short, melodramatic video series made primarily for mobile viewing – as part of a holiday campaign for its Instant Eraser Concealer.
In addition to using a trendy storytelling format, “Maybe This Christmas” brings back the stars of “Hot Frosty,” last year’s Netflix holiday film that reimagines “Frosty the Snowman” as a romantic comedy, with Milligan playing a snowman who transforms into the charming, muscular love interest of Chabert’s recently widowed character.
“This project reflects how we continue to evolve as a brand – leaning into the joy and spirit of the season while showing up in moments that shape culture and deepen connection with our community.” said Yasmin Dastmalchi, president of Maybelline U.S.
“Maybe This Christmas” continues the theme of transformation, with Chabert’s Instant Eraser serving a purpose far beyond a simple touch-up. The microdrama teases darker moments from her character’s past, only to reveal that her biggest secret is a magical ability to turn into an inflatable Mrs. Claus lawn decoration – a playful reversal of the “Hot Frosty” storyline. The Instant Eraser appears in every episode of the five-part series, blending entertainment and product promotion into one narrative.
Maybelline is supporting the series with paid media placements, including spots on major streaming platforms such as Peacock during its broadcast of the Thanksgiving Day Parade, as well as throughout the Hallmark Channel’s holiday movie lineup featuring Chabert, who has starred in more than 40 Hallmark films. “Maybe This Christmas” is also available on ReelShort, a platform launched in 2022 to ride the wave of short-form drama popularity.
Other brands have been testing similar approaches as marketing budgets increasingly prioritize social- and digital-first content. During the 2023 holiday season, Walmart released a 23-episode rom-com titled “Add to Heart,” with many of the featured items made immediately shoppable.
