Maybelline Reunites Beloved Duo in Holiday Micro-Drama
HEALTH & BEAUTY
Maybelline New York is kicking off the holiday season with the debut of "Maybe This Christmas," a new five-part microdrama starring Lacey Chabert and Dustin Milligan who captured hearts in one of last year's most iconic festive films.
The world of brand storytelling is taking a festive, cinematic turn. Maybelline New York, the number one makeup brand in the world, is kicking off the holiday season with the debut of "Maybe This Christmas," a new five-part micro-drama series starring the beloved co-stars Lacey Chabert and Dustin Milligan.
This creative venture, developed in partnership with Ryan Reynolds' entertainment company, Maximum Effort, taps directly into the rising cultural momentum of bite-sized cinematic content and the timeless appeal of holiday romance, all while cleverly spotlighting one of Maybelline’s cult-favorite products.
A Love Story with a Secret
The series, which spans five cinematic episodes, delivers a playful twist on the classic holiday romance formula. Maybe This Christmas follows two neighbors whose budding flirtation across their New York City windows provides the setting for a cozy, festive winter love story.
However, the plot soon unravels into a mystery centered around love, illusion, and what people choose to conceal. The series subtly, yet effectively, raises the question: Is Lacey hiding more than just dark circles under her eyes?
The micro-drama highlights the brand's award-winning Instant Eraser Concealer as the ultimate "holy grail" product. The narrative naturally incorporates the concealer, celebrated for its brightening coverage, creamy hydrating texture, and effortless blendability, positioning it as an essential tool for achieving the perfect holiday look.
Lacey Chabert, a veteran of seasonal storytelling, expressed enthusiasm for the project’s creative approach. "'Maybe This Christmas' is the perfect bite-size escape for the season. I'm excited Maybelline approached this campaign with so much creativity and I can't wait for everyone to watch the story unfold."
Evolving Brand Storytelling
This project reflects Maybelline’s continued evolution as a brand, committed to showing up in moments that shape culture and deepen connection with its community. The goal is to elevate a brand staple like the Instant Eraser Concealer in a way that feels playful, creatively driven, and authentic to the engaging format of a micro-drama.
Yasmin Dastmalchi, President of Maybelline U.S., stated that the project brings a "fresh, dynamic storytelling approach to life," proving that product integration can feel both organic and entertaining. The concealer itself boasts buildable medium-to-full coverage, a natural, skin-like finish, and up to 12 hours of comfortable, crease-resistant wear, making it suitable for a wide range of skin types.
To dive into the mystery and watch the story unfold, the full Maybe This Christmas micro-drama series is available on Maybelline's YouTube channel and TikTok, and will also debut on ReelShort starting December 2.