Maybelline is tapping Time Out to help young consumers with IRL dating—and even reviving the pandemic-paused series, The Undateables.

Maybelline is tapping Time Out to help young consumers with IRL dating—and even reviving the pandemic-paused series, The Undateables. YPulse told you how brands got creative with pop-up experiences during 2020, but now Maybelline is looking to bring in-person events back. The makeup mainstay’s campaign is encouraging Gen Z and Millennials to get back out in the IRL dating world with help from a new editorial from Time Out that includes a “branded interactive content hub, digital advertising, newsletters, social media posts and videos, and live events at the Time Out Market in several cities.” The publication will produce articles/quizzes located in their branded content hub and the live Market events in NYC, Chicago, Miami, and LA will showcase Maybelline makeup stations with samples, food/drinks, comedy, and speed dating. Maybelline is also helping to bring back The Undateables, a series where couples are paired up in a matchmaking experiment. The brand is hoping to redirect young consumers back to pre-pandemic behaviors where live events and IRL dating were more popular. (Marketing Dive)