Still surreal, Maybelline New York launches its first-ever avatar named May. In an effort to merge the real and the virtual, Maybelline debuted the campaign featuring May alongside its global brand spokesperson Gigi Hadid.
Photo from Instagram @maybelline
Maybelline is expanding its mascara portfolio brand– Falsies Surreal Extensions Mascara. As the brand continues its passion sticking true to its goals, this line is up to a 24-hour wear and it delivers a visible lash transformation. The hybrid long and short fiber technology and extended helix brush with long twisted bristles work, will extend every single lash for extreme volume and up to 36% visibly longer lashes. It will have people asking, “are your lashes real?!”
The brand wants to emphasize the “surreal” effect its new mascara recreates on eyelashes by incorporating a virtual reality element into its upcoming campaign.
The role of ‘May’ in this global campaign will not only help with the rollout of the beauty retailer’s latest mascara, but will also assist in future efforts, including campaigns with other makeup franchises under its umbrella, per the release.
Photo from Instagram @maybelline
Everyone in the advertising industry is upping up the game in terms of technology, information, and people being one with the brand. In order to sell, to inform, and to entertain, what lengths can marketing go?
‘May’ represents the next stage in Maybelline’s exploration of the virtual world, which is still the new frontier for social interaction in the metaverse.
OUT IN THE WILD
Although the field is still being explored, virtual avatars are becoming an increasingly common part of advertising efforts. Several other marketers have expressed interest in the world of digital avatars, joining Maybelline.
Chief Digital and Marketing officer of L’Oreal, the parent company of Maybelline, is convinced that that digital and virtual beauty will play an increasingly important role alongside the physical.
“Our brands are creating new, immersive, and virtual experiences using virtual space, in-game customized experiences, in-virtual world advertising, e-sampling activations and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty on Web3 and Metaverse.” she added.
A metaverse campaign involving designing makeup looks for virtual avatars took place last year, thanks to the brand’s collaboration with cross-game avatar platform ‘Ready Player Me’.
Last August, Maybelline also collaborated with the creator of video games, Zynga, to release the playable advertisement “Maybelline Mascara Merge.”
Watch ad below:
