Maybelline New York has launched an interactive campaign titled ‘Makeup Your Mix’ to target music and gaming communities.
The campaign was produced in partnership with AI music company Splash.
It features explorable virtual spaces including the Maybelline New York lounge and Graffiti room where Roblox users can experiment with the brand’s products in unique ways, using its falsies surreal mascara to paint graffiti.
The activation also showcases six makeup looks and offers consumers the chance to win Maybelline merchandise and clothing.
For its latest campaign, the beauty brand is tapping into the interests of both the gaming and music communities.
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