Maybelline, a cosmetics brand under the L’Oréal umbrella, has embarked on a virtual venture within the popular gaming platform Roblox. Teaming up with Splash, they’ve launched an immersive 360-brand campaign targeting the music community within Roblox. This collaboration allows Maybelline to seamlessly integrate its products into this interactive world, offering users a diverse range of virtual makeup looks created by skilled artists. Users can experiment with various styles and expressions within the virtual realm of Roblox through the engaging music game called Splash.
Under the banner of the “Makeup Your Mix” campaign, Maybelline invites Roblox users to delve into captivating experiences, like the Maybelline New York lounge and Graffiti Room. These virtual spaces provide ample opportunities for creativity, enabling users to experiment with a wide array of Maybelline products. For example, they can utilize items like Vinyl Ink and Falsies Surreal Mascara to create graffiti art. The campaign introduces six unique makeup looks, incorporating popular Maybelline franchises along with new innovations. This provides users with a diverse range of options and inspiration, whether they’re seeking a bold or subtle style.
Recognizing the significance of music in personal expression, Maybelline has collaborated with virtual DJ Kai to launch her latest track, “Fantasy.” Users have the opportunity to remix the song until September 28th and partake in Kai’s listening party. Through gamification and branded activations, users can also win and collect a variety of Maybelline merchandise and clothing. This strategic move allows Maybelline to tap into the influential intersection of music and virtual experiences, further engaging their target audience within Roblox.
