Beauty giant Maybelline is making a strategic move into the burgeoning microdrama trend with its new holiday content series, "Maybe This Christmas." The five-part series, designed to promote the brand's Instant Eraser Concealer, reunites Lacey Chabert and Dustin Milligan, the beloved co-stars of Netflix's 2024 holiday hit "Hot Frosty."
Maybelline Embraces Microdrama Trend for Holiday Campaign
Developed in collaboration with agency Maximum Effort, "Maybe This Christmas" premiered as part of Maybelline's comprehensive holiday marketing push. The series is distributed across major social platforms including Facebook, Instagram, YouTube, and TikTok, with a special debut on ReelShort, a platform dedicated to short-form dramas, set for December 2. Maybelline is also bolstering the campaign with paid media placements during key holiday moments.
The campaign capitalizes on the growing U.S. interest in microdramas—ultra-short, serialized video content typically consumed on mobile devices. These "soapy" narratives offer a fresh and engaging format for brands to connect with audiences, particularly younger demographics accustomed to short-form video.
A Star-Studded Reunion with a Twist
"Maybe This Christmas" features Chabert and Milligan as New York City neighbors whose budding romance takes an unexpected turn. The narrative cleverly integrates the Instant Eraser Concealer, which plays a pivotal role in the duo's initial "meet-cute" and subsequent plot developments.
The series draws a thematic parallel to "Hot Frosty," a romantic comedy that reimagined "Frosty the Snowman" with Milligan portraying a snowman who transforms into a human love interest for Chabert's character. In "Maybe This Christmas," the concept of transformation is inverted: Chabert's character, whose past hints at dark secrets, is eventually revealed to magically transform into an inflatable Mrs. Claus lawn ornament. The Instant Eraser Concealer is woven into each chapter, seamlessly blending entertainment with product marketing.
"By naturally incorporating Instant Eraser Concealer into the micro-drama series, we're able to elevate a product that's been a true staple for our consumers in a way that feels playful and creatively-driven," said Yasmin Dastmalchi, president of Maybelline U.S. "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."
Strategic Distribution and Paid Media
Maybelline's distribution strategy for "Maybe This Christmas" includes significant paid media investment. The series will appear across top streaming inventory, including during Peacock's broadcast of the Thanksgiving Day Parade and on the Hallmark Channel's holiday film slate, leveraging Chabert's extensive history with the network (she has starred in over 40 Hallmark films). The inclusion of ReelShort, a platform launched in 2022 to capitalize on the short-form drama boom, further underscores Maybelline's commitment to reaching audiences where they consume mobile-first content.
This approach aligns with a broader trend among marketers experimenting with similar concepts. For instance, Walmart's 2023 holiday season campaign featured a 23-part rom-com titled "Add to Heart," which made many on-screen products shoppable, highlighting the growing intersection of entertainment and e-commerce in digital-first content strategies.
