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Maybelline New York Ignites the Fast Lane with “SuperStay Vinyl Ink Racing” Collection and Exclusive Clicks South Africa Activations

March 10, 2026

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Maybelline New York, the world’s leading cosmetics brand, is proud to announce the nationwide launch of the SuperStay Vinyl Ink Racing collection. Inspired by the high-octane world of motorsport and the surging “Cooltural” global trend where racing meets fashion and music, his collection is designed for the woman and individuals who live life in the fast lane.

While the high-performance collection is available at retailers everywhere, Maybelline New York has partnered exclusively with Clicks, South Africa’s leading health and beauty retailer, to bring the “Zero Pitstops” experience to life through a series of immersive 360-degree launch activations across the country.

Zero Pitstops. High Performance Colour. The SuperStay Vinyl Ink Racing collection is engineered for those who demand excellence without compromise. Featuring six new “need-for-speed” shades made to thrill, the collection is built on three high-

performance pillars:

1. Colour Lock Formula: Defies smudging and transfer from the starting line to the finish line.

2. Up to 16H Wear: A long-wear finish that is officially “helmet-proof,” wind-proof, and sweat-proof.

3. Instant Vinyl Shine: Delivers full-coverage liquid pigment with a flawless, high- shine finish in just one swipe.

“This campaign is inspired by the dynamic racing culture that has ignited social media,” says Lerato Dumisa Maybelline Senior Product Manager. “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.”

Exclusive Clicks “360 Activation” To celebrate the launch, Maybelline and Clicks are bringing the adrenaline of the track to the consumer through exclusive retail

experiences:

· The Launch Event: An adrenaline-fueled “Vinyl Racing x Clicks” event took place on 5th March at the iconic Kyalami Grand Prix Circuit, featuring an exclusive “M3 Experience” for guests to test the product’s endurance under extreme

conditions.

· Locally Driven Advocacy: The campaign is headlined by South African

superstars Kamo Mphela and DJ Doowap, alongside a “Glam Squad” of over 60 beauty influencers and professional female race car drivers putting the “torture- test” claims to the limit.

· In-Store Takeovers: From 6th March through the end of the month, the top 20 Clicks stores nationwide—including flagship locations like Canal Walk, Sandton City, and VCA Waterfront—will undergo a total “Racing Takeover,” featuring