SNL’s Chloe Fineman Poses as a 2000’s Popstar in ‘Ugly Cry’ Campaign for Maybelline New York

Maybelline New York has tapped Saturday Night Live headliner Chloe Fineman for its latest campaign, ‘Ugly Cry’ featuring their Tattoo Liner Ink Pen.  

While previous advertising for the Tattoo Liner focused on benefits of the product, the new work starring Chloe Fineman takes a more lighthearted approach. The comedian plays a 2000’s pop star in a pitch-perfect spoof of the over dramatic music videos of the era: she sings, dances, and cries over a catchy beat in the rain, yet through it all her winged eyeliner stays flawless. 

In recent years, memes of celebrities giving a face-crumpling ‘Ugly Cry’ have gone viral. The campaign gives a nod to those internet-breaking moments while tying in gen z’s obsession with the fashion, music, and overall aesthetic of the 2000’s era. Though Fineman can wrinkle her face and cry, her eye makeup stays on point because she’s wearing the 36-hour waterproof, smudge proof, Tattoo Liner Ink Pen from Maybelline New York – showing the target audience that this liner has real staying power and will stick with them through all the up and down drama of their lives.

The campaign, created in partnership with agency gotham, launched on April 3rd, 2023 and will run across social and digital as well as Maybelline New York’s own platforms.