According to small business encyclopedia "Entrepreneur", a slogan or tagline in business is "a catchphrase or several words used to identify a product or company". In 2016 Maybelline's newest brand platform featured the "Make IT Happen" campaign. This commercial slogan was launched worldwide and starred Adriana Lima, Gigi Hadid, Jourdan Dunn and featured a cameo by Molly Fletcher on violin. Joseph Kahn directed the feature ad.

Maybelline's aim was to capture the energy, edge, and style found in New York City to inspire people to define their beauty, express themselves, and "Make IT Happen". The company believed that New York City was a magnet for women from around the world. They could come to this city and pursue their passions. The ‘Make IT Happen’ movement celebrated makers as they created and carved out names for themselves. People watched as some made their dreams come true. In the end, only smart and determined individuals could make "IT" happen. The Maybelline ad was successful!

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