Maybelline New York, a division of L’Oréal, is launching its first-ever digital avatar, May, as part of a campaign to promote the debut of its new Falsies Surreal Extensions Mascara. The move comes in the wake of a growing interest in virtual influencers among advertisers and consumers, as well as previous creative marketing efforts by Maybelline, including activities centred on the metaverse. May will not only aid with the mascara’s introduction but will also help with future endeavours, such as campaigns with other beauty franchises under its banner. This initiative follows other recent inventive marketing methods, such as focusing on Gen Z and millennial customers and collaborating with video game creator Zynga to make an in-game playable commercial called “Maybelline Mascara Merge.” Maybelline is joined in the digital avatar sphere by numerous other brands, including Pacsun and Dentsu VI.
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