Maybelline New York redefines beauty shopping

Maybelline New York, the iconic cosmetics brand, is taking a bold step into the digital realm by collaborating with the eCommerce giant Lazada. Together, they are set to revolutionize how Millennials and Generation Z experience beauty during the highly anticipated 11.11 sale, a major shopping festival.

Maybelline New York is introducing an augmented reality (AR) mobile game, adding a new interactive dimension to the beauty industry across five key markets in Asia. Launched on November 1st, 2023, exclusively within the Lazada app, the campaign’s primary goal is to attract and engage young consumers during the 11.11 sale. This unique initiative brings forth a virtual gamified shopping experience, weaving the essence of Maybelline’s NYC roots through the innovative lens of AR technology.

DISCOVER

Known as “Maybelline Chromaverse,” this gaming experience is a comprehensive 360-degree brand campaign designed to resonate with savvy Zillenials who relish blurring the lines between the digital and real worlds. Catering to the creativity of Zillenials, who seek diverse experiences with products, colors, and styles both in the tangible and virtual realms, the campaign aims to captivate this dynamic audience.

The Maybelline Chromaverse gaming experience unfolds across three “chromafied” NYC neighborhoods: the Lash Sensational Sky High Mascara, Fit Me Fresh Tint, and SuperStay Matte & Vinyl Ink. Each neighborhood features a game highlighting Maybelline’s signature products, creating an immersive and engaging platform for beauty enthusiasts.

Maybelline’s collaboration with Lazada for the 11.11 sale signifies a strategic move to connect with the evolving preferences of the Zillenial generation, yet is not a novelty. In March, the brand elevated its advertising strategy by introducing its first-ever avatar, May. As part of a global campaign, May was unveiled when the brand expanded its best-selling mascara portfolio to include the Falsies Surreal Extensions Mascara.