Unleashing Ultimate Creativity: Maybelline's Epic Fusion of Music and Makeup in Roblox

Article Brief:

Maybelline New York has partnered with artificial intelligence (AI) music company Splash to launch an interactive Roblox campaign called "Makeup Your Mix." The campaign aims to engage the music and gaming communities, as stated in a press release.

The effort includes interactive virtual spaces such as the Maybelline New York lounge and Graffiti Room on Roblox. Users can creatively explore the brand's products, such as using the Falsies Surreal Mascara to create graffiti.

Moreover, the activation features six distinctive makeup looks and provides consumers with the opportunity to win Maybelline merchandise and clothing. Furthermore, Maybelline collaborated with virtual DJ Kai for the launch of her latest song track, "Fantasy," which is promoted through a limited-time activation and listening party.

Article Insight:

In a bid to connect with younger consumers, Maybelline has unveiled its latest campaign that targets both the gaming and music communities. This strategic move aims to resonate with Roblox users, who predominantly consist of the brand's desired demographic. Maybelline is known for its digital-focused marketing strategies and continues to leverage this approach, as demonstrated by the introduction of their first-ever digital avatar, named May. This avatar played a pivotal role in promoting the Falsies Surreal Extensions Mascara product during a campaign that launched in February.

The Roblox "Makeup Your Mix" experience allows users to enjoy exclusive music, play minigames, and explore Maybelline's makeup products in interactive and creative ways. The experience showcases six different makeup looks, showcasing products like SuperStay Vinyl Ink Lip, SuperStay Matte Ink Lip, Falsies Surreal Mascara, and Color Tattoo Eye Stix.

To infuse the music element, Maybelline partnered with DJ Kai for her latest track, "Fantasy." Users had the opportunity to participate in a listening party and remix the song until September 28. Additionally, users have a chance to win and collect clothing and Maybelline merchandise. Maybelline collaborated with Splash, Super League Enterprises, United Talent Agency, and Roblox for this initiative.

"This collaboration is a perfect fit with Maybelline New York's core values of self-expression, play, and empowerment, striving to make self-expression accessible to everyone, wherever they interact with our brand," stated Emily Arkells, Maybelline New York's Vice President of Digital, in a press release.

In addition to its latest campaign, Maybelline has been actively reaching out to younger audiences in recent years. As an example, the brand partnered with video game developer Zynga in September of last year to launch an in-game playable ad called "Maybelline Mascara Merge." The brand also created a campaign in April that parodied music videos from the '90s titled "Ugly Cry, Perfect Liner," featuring Saturday Night Live actor Chloe Fineman.