Maybelline is targeting casual Gen Z gamers with their new in-app mini game. Users who play casual Zynga games including Hair Challenge, High Heels, and Blob Runner will also be able to access the new Maybelline Mascara Merge where they can earn points that are applicable in the main Zynga games they play. Shoppable ads will let players find out about the brand’s three new mascaras with a link that takes them directly to Ulta Beauty’s webpage so they can purchase them. The cosmetic brand’s goal is to enter the world of gaming in a more approachable way, as opposed to a Twitch or esports collab many brands have been partaking in lately. YPulse’s Gaming report data shows Gen Z females are more likely to be playing mobile games than console games. (The Business Journals, Glossy)
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