From Pixels to Lipstick: Maybelline’s Journey in the Roblox Universe

As brands continue to offer experiences in the digital space, the challenge of truly connecting with the younger generation is also increasing. This challenge is particularly crucial for beauty and personal care brands because the next generation of young people is changing the beauty industry with their unique influence and values.

Generation Z, as one of the most fluid and diverse demographics, continually challenges traditional beauty standards and is highly sensitive to brand sustainability and ethics. They are reshaping the way the beauty industry operates and have become a significant source of purchasing power. As the next generation grows up, beauty and personal care brands can establish strong and enduring relationships with them by engaging with them in the places they frequent, both in and outside of gaming environments.

As a brand beloved by the younger generation, Maybelline hasn’t overlooked the preferences of young people. Maybelline New York has introduced an interactive Roblox event called “Makeup Your Mix” targeting the music and gaming community. This initiative was completed in collaboration with the artificial intelligence (AI) music company Splash.

In the virtual world, Maybelline offers an immersive experience that includes virtual makeup, mini-games, and exclusive music. These virtual spaces provide users with exciting opportunities to unleash their creativity by trying various Maybelline products. For example, users can use Vinyl Ink and Falsies Surreal Mascara for graffiti. This event introduces six unique makeup looks, including popular Maybelline series products like SuperStay Vinyl Ink Lip and SuperStay Matte Ink Lip, as well as innovative products like Falsies Surreal Mascara and Color Tattoo Eye Stix. Additionally, Maybelline has collaborated with virtual DJ Kai to release her latest song “Fantasy” and promote it through limited-time activations and listening parties.

This Maybelline marketing campaign is of great value to marketers：

• Attracting the Target Audience: This campaign clearly targets young consumers, especially those active on platforms like Roblox. It helps Maybelline expand its target audience, increasing the brand’s visibility and appeal.
• Digital Innovation: This campaign highlights the importance of digital innovation. It conveys an important message to marketers that by combining elements from different domains, attention-grabbing marketing campaigns can be created on digital media.
• Cross-Collaboration Showcase: The successful collaboration with virtual DJ Kai serves as a showcase for other brands, demonstrating how to collaborate with creative talents from different fields to promote a brand. This is crucial for expanding brand collaboration networks and raising creative standards.
• User Engagement: Maybelline has successfully increased user engagement by providing fun interactive experiences, rewards, and opportunities. This is crucial for the success of marketing campaigns because higher engagement typically leads to increased brand loyalty and word-of-mouth promotion.

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.

— Emily Arkells （vice president of digital for Maybelline New York）

Maybelline’s campaign was successful. They have effectively utilized the gaming medium to provide young users with an opportunity to explore their identities, aiding teenagers in shaping their perspectives and unique personalities. This approach aligns well with the audience of Generation Z. The success of Maybelline shows some signs, and I look forward to their exciting campaigns in the future.

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