Exploring the Beauty Metaverse: Maybelline New York’s “Makeup Your Mix” Campaign on Roblox

Over the past two years, we’ve witnessed a surge in metaverse activations by beauty giants like NYX Professional Makeup, Urban Decay, Ulta Beauty, and Fenty Beauty, all venturing
into the virtual space to connect with consumers.

Maybelline New York is making its mark on Roblox with the “Makeup Your Mix” campaign. This immersive experience invites users to explore Maybelline New York’s digital lounge and the intriguing Graffiti Room. In these virtual spaces, visitors are encouraged to unleash their creativity by experimenting with Maybelline’s branded products, including fan favorites like
the Vinyl Ink Mascara. Users can dabble in graffiti art and transform their avatars using a range of makeup looks. The campaign introduces six stunning makeup styles, featuring Maybelline’s renowned products, such as the Super Stay Vinyl Ink Lip, Super Stay Matte Ink Lip, the Falsies Surreal Mascara, and Color Tattoo Eye Stix.

But “Makeup Your Mix” is not just about cosmetics; it also delves into the realm of music. The campaign features a collaboration with the popular Roblox DJ game, Splash. Users can guide their avatars in creating or remixing songs within the game. As part of this exciting partnership, gamers are encouraged to dress their avatars in the new makeup looks before immersing themselves in the musical world of Splash.

The metaverse continues to be a playground for beauty brands seeking innovative ways to connect with their audience, and “Makeup Your Mix” stands as a shining example of this trend. As brands across the beauty industry push the boundaries of creativity, experimentation, and engagement in this digital frontier, the possibilities seem limitless, and the metaverse promises to remain a captivating canvas for future endeavors.