MAYBELLINE NEW YORK’S MULTISENSORIAL METAVERSE ACTIVATION
Roblox has become a hub for beauty metaverse activations. In the past two years, several brands have produced campaigns that took place in the digital space, from the House of NYX Professional Makeup to Urban Decay and Ulta Beauty’s metaverse makeup party, as well as Fenty Beauty’s fragrance maze.
As reports state, there are 202 million active monthly users on Roblox, making it no suprise many brands are building out campaigns on the platform to engage with their audiences and reach potential new consumers.
Maybelline New York is another beauty business that plunged into the pool of marketing in the metaverse. The brand previously revealed its digital ambassador, a virtual character called May, who features alongside global ambassador Gigi Hadid across campaigns.
In China, the company took over Tmall with a virtual universe to celebrate Singles’ Day.
Hoping to once again see success in the virtual realm, Maybelline New York has made its debut on Roblox with the Makeup Your Mix campaign. The activation invites users to immerse themselves in experiences such as the Maybelline New York lounge and Graffiti Room. Within these spaces, visitors can showcase their creativity by experimenting with branded products, using SKUs such as the Vinyl Ink Mascara to paint graffiti and change their avatar’s appearances.
The campaign introduces six makeup looks, featuring popular Maybelline offerings such as Super Stay Vinyl Ink Lip, Super Stay Matte Ink Lip, the Falsies Surreal Mascara, and Color Tattoo Eye Stix.
Beauty Matter
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