Maybelline is the latest beauty brand to enter the metaverse. Launching in Roblox (the Gen Z favorite), Maybelline’s “Makeup Your Mix” campaign is aiming to connect with gamers and beauty lovers alike with games for expressing creativity and a musical element. In addition to using virtual Maybelline products in the Graffiti Room, Roblox users can attend a listening party for a new song by DJ Kai, and then remix it themselves. This launch combines several of Gen Z’s biggest hobbies—gaming, music, and art according to YPulse data—in an interactive way, which is key to connecting with this generation. (Marketing Dive)
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