Maybelline New York is stepping into high gear with the nationwide launch of its SuperStay Vinyl Ink Racing collection. Inspired by the adrenaline-fueled world of motorsport and the rising “Cooltural” trend where racing, fashion, and music intersect, the collection is designed for individuals who move through life in the fast lane.
While the collection is available across multiple retailers, Maybelline has partnered with Clicks to deliver a special retail experience called “Zero Pitstops”, bringing the high-speed theme directly into stores through immersive activations.
At the center of the launch is a high-performance lipstick range featuring six bold “need-for-speed” shades, built around three key performance pillars:
Product Highlights
- “Colour Lock Formula” helps prevent smudging and transfer from start to finish.
- “Up to 16H Wear” is a long-wear finish described as “helmet-proof,” wind-proof, and sweat-proof.
- “Instant Vinyl Shine” delivers rich liquid pigment with glossy, full-coverage colour in one swipe.
Maybelline Senior Product Manager Lerato Dumisa explains that “this campaign is inspired by the dynamic racing culture that has ignited social media,” pointing to the growing popularity of Formula 1 in South Africa.
She adds that “with Formula 1 viewership reaching new heights in South Africa particularly among diverse and younger female audiences, SuperStay Vinyl Ink is the perfect companion to keep up with the non-stop pace of city life.”
To celebrate the launch, Maybelline and Clicks are rolling out a series of retail and experiential moments.
The campaign kicked off with a “Vinyl Racing x Clicks” launch event at the Kyalami Grand Prix Circuit on 5 March, where guests experienced an exclusive “M3 Experience” designed to test the product’s endurance in high-energy conditions.
The campaign is also backed by strong local talent. South African stars Kamo Mphela and DJ Doowap headline the initiative alongside a “Glam Squad” of more than 60 beauty influencers and professional female race car drivers, helping put the product’s durability claims to the test.
Meanwhile, the excitement continues in stores across the country. From 6 March until the end of the month, the top 20 Clicks stores, including Canal Walk, Sandton City, and the V&A Waterfront, are hosting immersive “Racing Takeovers.”
These activations feature themed displays, branded pitstop-style shopping areas, and racing-inspired visual installations designed to bring the high-speed theme of the collection to life.
