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.
This could help the beauty retailer strike a chord with younger consumers who also make up the majority of users on Roblox.
The brand often pursues digitally driven marketing tactics, having launched its first-ever digital avatar, named May, for a campaign introducing its falsies surreal extensions mascara product.
With the Roblox ‘Makeup Your Mix’ experience, users can listen to exclusive music, play minigames and explore Maybelline’s makeup products through interactive experiences centred around creativity.
To tap into the music scene, the brand also partnered with DJ Kai around her new track, ‘Fantasy.’ For the tie-up, users could participate in a listening party and could remix the song. Rounding out the effort is the chance to win and collect clothing and Maybelline merchandise.
In addition to working with Splash, Maybelline worked with Super League Enterprises, United Talent Agency and Roblox.
Emily Arkells, vice president of digital at Maybelline New York, said: “This collaboration perfectly aligns with Maybelline New York’s core values of self-expression, play, and empowerment, making self-expression accessible to all, wherever they engage with our brand,”