Maybelline, the #1 make-up brand in the world*, is thrilled to announce its collaboration with LIFT for the ground-breaking "LIFT Your Lashes Sky High" campaign. This unique partnership marks the first-ever beauty brand collaboration for LIFT, combining the worlds of beauty and travel innovatively and excitingly.

The "LIFT Your Lashes Sky High" campaign has taken off and started with a digital extravaganza featuring a captivating CGI twist that promises to mesmerise audiences. This initiative aims to celebrate Maybelline's Sky-High Mascara in partnership with LIFT, bringing together beauty enthusiasts and travel aficionados in a one-of-a-kind experience.

As part of this collaboration, Maybelline hosted an exclusive event on April 23 at Gorgeous George in Cape Town, with esteemed media personalities and influencers in attendance. Among the event's highlights was the unveiling of a captivating digital campaign featuring renowned beauty influencer Jessica Van Heerden and the talented up-and-coming pilot Lesego Mogonediwa.

"We are delighted to join forces with LIFT for this ground-breaking campaign," said Irina Devine, Marketing Manager of Maybelline. "Our partnership represents the perfect synergy between beauty and travel, and we are seeing a huge rise in travel with millennials and Gen-Zs. This partnership is a great opportunity to introduce beauty consumers to LIFT and to introduce new travel consumers to Maybelline!"

In addition to the digital campaign, Maybelline will gift one thousand Sky High Mascaras to LIFT's Premium Passengers boarding flights between April 26 and May 31, 2024, while stocks last. Furthermore, customers can participate in an exciting promotional competition online and in-store with Dis-Chem, running until 7 May, standing a chance of winning one of five LIFT Wallet prizes valued at R5000 each by purchasing any Maybelline Mascara when they purchase Sky Mascaras using their Dis-Chem Benefits Card.

"LIFT is excited to embark on this journey with Maybelline," stated LIFT CEO Jonathan Ayache. "Elevating the travel experience is our passion, and partnering with industry leader Maybelline brings an unforgettable experience for our passengers and customers."

As part of the campaign, shoppers can enjoy a 20% discount on Sky High Mascaras exclusively at Dis-Chem stores from April 20 to May 31, 2024. Terms and Conditions Apply.

For more information about the "LIFT Your Lashes Sky High" campaign and partnership, please visit Maybelline's official website and follow @Maybelline and @lift__sa on social media.