Maybelline is exploring the rising trend of microdramas — short, serialized videos optimized for mobile — with a holiday campaign centered on its Instant Eraser Concealer.
The series, titled “Maybe This Christmas,” reunites Lacey Chabert and Christopher Milligan, the lead actors from last year’s Netflix holiday rom-com “Hot Frosty,” which reimagined the classic Frosty story with a romantic twist.
This time, the narrative leans into quirky transformations. Chabert’s character uses Instant Eraser not only to brighten her complexion but also as part of a story that reveals unexpected magical twists — including a moment where she becomes an inflatable Mrs. Claus lawn decoration. Each of the five micro-episodes integrates the product naturally, creating a playful mix of entertainment and promotion.
“By embedding Instant Eraser into a short-form storytelling format, we can showcase the product in a more imaginative and culturally relevant way,” said Yasmin Dastmalchi, president of Maybelline U.S. “It’s about connecting with our audience during the holiday season while staying on-trend and fun.”
The campaign will run across Peacock during the Thanksgiving Parade, the Hallmark Channel’s holiday lineup, and on ReelShort, a platform dedicated to mobile-first serialized content. The move reflects a broader industry shift toward branded entertainment, as seen in last year’s Walmart initiative “Add to Heart,” which combined a 23-part rom-com with shoppable product placements.
